It's nerve-wracking enough to strip down to your underwear on camera. Now imagine doing it thousands of feet in the air while balancing on a rope stretched between two icy cliffs.
Luckily Paul Smith's latest models, Antoine Moineville and Tancrède Melet, were totally cool with it. The two adrenaline junkies climbed the French Alps with director Sébastien Montaz-Rosset, who filmed them goofing around and stripping down to their Paul Smith skivvies for the British brand's latest ad.
The guys' athletic figures and the cute boxer-briefs are pretty impressive; but what will really take your breath away is the view… and how perilously close they come to falling over and over again. We literally stopped breathing while watching this.