A teenage vampire is not the obvious choice of inspiration for a brand of men’s underwear. But Robert Pattinson, or R Patz as the star of The Twilight Saga is known by fans, has been named as the inspiration behind Marks and Spencer‘s new slim-fit Private Brand underwear.
Dubbed the R-Pant, the low-rise briefs and trunks are designed to be worn under skinny jeans. According to the retailer one in four UK men wear M&S pants.
The R-Pant launch is an obvious marketing ploy designed to appeal to a younger audience and to sex-up its Private Brand underwear.
Pattinson will not star in an advertising campaign for M&S. But a spokesman said the Twilight actor has been seen shopping for underwear at the store. The new Private Brand will go on sale in September.