Stella Maxwell is also featured in the campaign.
The "Strip That Down" singer nearly bears it all in the photos, which include shots of him lying in tight boxer briefs on a bed with Victoria Secret model Stella Maxwell lounging naked behind him, as well as another snap in which he appears to be totally naked with a topless Maxwell draped across his torso while she models a pair of Boss boxer briefs.
Payne recently spoke to GQ about his first nude shoot, saying, "Before we landed the deal with Hugo I’d gone into my gym and said, 'I'm going to get an underwear commercial.' I just wanted to do it; I knew I could do it. And then it actually happened! And I worked my ass off and I'm still hitting the gym: I didn't realise once you get on that thing you can't really turn it off."