Kellan Lutz, no stranger to appearing in ad campaigns, is featured in a new fashion promo campaign for a very special client … himself. Lutz has teamed up with fashion designer Danny Guez of Dylan George to launch a new clothing line called Abbot + Main and, brilliantly, decided to feature in the promo ad campaign. Kellan is modeling with Anne Vyalitsyna (known simply as Anne V) and the photos are HOT HOT HOT. Check out a few of them below.

In addition to his rigorous Twilight schedule, Kellan Lutz has been hard at work on his forthcoming clothing line, Abbot+Main, which launches this fall. He’s partnering with Danny Guez, the founder of label Dylan George, which Lutz also models for. “[Guez] was looking for a new kind of male celebrity collaborator to be more than just the face of the label,” Lutz explained last night at the opening of the new Dream Hotel in the meatpacking district. “When he came to me, I really wanted to be hands-on.” Guez, who’s also helped Justin Timberlake on William Rast, has worked closely with Lutz even when he was on location for Twilight in Vancouver. “I’d be designing in my trailer — I love drawing — and he’d create the samples back in L.A., send them up to me, and I’d try them on over Skype,” said Lutz. Skype? “I mean, it looked kind of sexual, but at the end of the day, we were trying to make a good product that I’m proud of.” Named for an intersection in Venice, California, where Lutz lives, the line is a combination of knit tops, henleys, hoodies, and cardigans. “I feel like John Varvatos has the Malibu-area vibe, so I wanted to create something that could capture that Venice feel,” he said. Does Lutz have any other side projects going on? “I still do a lot of inventing,” he said. “A lot of chemistry stuff. I really wanted to make a breakfast-omelet-creator thing, and then I looked in SkyMall and they already have something like that.”

HMMM. I am normally not very intrigued by celebrity fashion lines … but this one sounds like it has promise. Guez did a great job with William Rast (a line that David absolutely LOVES) so we know that he knows what he is doing. I also dig that Kellan wants to offer a Varvatos vibe with his own Venice spin. It sounds like a great idea. These photos are hot but I’d really need to see the clothes in person. While my heart belongs to Allsaints Spitalfields right now, I’d be willing to give Abbot + Main a look. What do y’all think? Does this new line look/sound impressive to you?

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