It’s safe to say gorgeous Chris Hughes has won himself a fair few fans since parading his toned bod around the Love Island villa over the summer.
So it’s absolutely no surprise that he’s been snapped up by a hip high street chain for a rather sexy new ad zooming in on his muscled farmer physique and well-filled briefs.
It’s a match made in heaven. So far, so good.
Handsome reality star with good bod and huge following teams with trendy fashion chain. It’s been done a million times before.
But, er, not quite like this…
Fans of the Love Island hunk, 24, have been baffled (and we mean BAFFLED) by his seriously bizarre collaboration with Topshop.
He’s not selling underwear, clothing or even accessories…
*Actual face palm what is going on moment*
No, seriously, what is going on?
The camera went from admiring Chris’ torso to focusing on one solitary tear rolling down his perfectly chiselled cheek, which fell into a waiting bottle of mineral water.
Er, what?
We aren’t the only ones utterly confused by Chris and Topman’s decision to sell water infused by Chris’ bodily fluids (shudder), as fans took to social media in droves to insist it must all be one big joke.
Another agreed: “Must be bantering?”
A third clever fan pointed out: “This has got to be a wind up….LEauDeChris = Ludicrous. Says the same thing.”
Other comments ranged from “cringe” to “weird”, “this has to be a joke”, “this can’t be real” and “there are no words”.
Well, Chris and Topman have yet to respond to fans’ sneaky suspicions it’s all one big prank.
If it is a publicity stunt, it’s an elaborate one, as there is a page on the Topman website already listing details of the product, which launches on Tuesday.
The website describes the £2 bottle as “premium mineral still water infused with a tear sourced from Chris Hughes”.
Obvs it’s limited edition because, well, poor Chris could end up crying from now until the end of time to keep up with demand if it became a best-seller.
“It’s no secret that I shed a few tears on Love Island,” he said.
“Since leaving the show, I have been overwhelmed with the incredible love shown by fans of the show.
“Launching my own mineral water, infused with my own tears, is a chance for me to give something special back to those who have supported me since returning from the island.”
Could he not have given back by doing a few signed photos or meet and greets?
It’s just so… weird!
The jury’s still out on whether this is an actual, serious product, a gimmick or a big publicity stunt. Our money’s on the latter and it’s all a bit of fun.
But we wonder if Love Island’s king and queen of promotion, Dom and Jess, are kicking themselves they didn’t think of it first…