Mark Wahlberg is returning to his fashion roots as the new spokesman for clothing line PRVCY.
The star, who was famously a Calvin Klein underwear model, has signed on as the brand ambassador for the men's couture collection.
A PRVCY rep tells E! Online Wahlberg's early experience and "powerhouse image" will help catapult sales and increase the label's awareness among male shoppers.
The actor isn't the only celebrity to endorse the brand - Lindsay Lohan's younger sister Ali has signed up to front the women's line.