It’s not just scantily clad models gracing ad campaigns and editorials these days, it’s the designers themselves. From Marc Jacobs to Tom Ford, these men have been known to bare it all for the sake of their brands. These strikingly fit men have no shyness about nudity and embrace the camera. Designers are the epitome of their brand, so seems only natural for them to go au natural for the greater good.

According to WWD, “For both designer and consumer, fashion is about exhibitionism. “Look at my stuff.” “Look at me wearing his stuff.” For the designer, it’s about baring all: one’s talent, ambition, drive, dreams. When a designer shows a collection, he is out there, naked, for the world to weigh in.”

Many of the designers who have taken the nude plunge are no strangers to the press. Who was the first to take it all of?

The great Yves Saint Laurent, who posed for his own YSL Pour Homme ad in 1971. “It’s created a lot of stir, and that’s why I did it,” he told WWD at the time, noting that the sphere of backlight encircling his head added “a biblical quality.” “No shortage of ego there, or guts — two essential traits in fashion” reports Bridget Foley of WWD.

[via WWD]