Ewan McGregor, Karmen Pedaru, Maud Welzen, Ymre Stiekema and Ben Hill photographed by Craig McDean for Belstaff fall winter 2012 2013 campaign.

Most brands would be pretty lucky to get a ridiculously good looking, motorcycle-riding Scotsman to front their campaigns. But Belstaff got even luckier–the embodiment of the aforementioned qualities, Ewan McGregor, actually contacted it first.

Ewan actually pursued the recently relaunched Brit brand himself! CEO Harry Slatkin, who sounds like the ultimate cool cat, recounts the process:
“Ewan McGregor contacted me just after we bought Belstaff with an email titled “Born To Ride”. With his love of the brand and his inherent rugged good looks he was a natural to be our lead male for the campaign.”
Via Fashionista