Vicky Pattison’s BFF Alex Cannon is used to getting his kit off – but his latest catwalk appearance was something special.
The Merseyside model stripped down to his trunks to show off a new swimwear range that he had helped to design.
Judge Geordie star Alex teamed up with Liverpool designer Laura Hawkins who has her own label, Love Laura, for their men’s swim collection, called AL.
Laura, from Walton, started the brand seven years ago while battling a heart condition and suffering up to five blackouts every day.
The 27-year-old, who was fitted with a loop recorder to see if she needs a pacemaker in November, has gone on to showcase her first bikinis and swimsuits.
Alex, who is Vicky’s sidekick on the MTV series, joined Laura at fashion trade event Moda at Birmingham’s NEC and showed off his ripped physique.
Laura said: “Its been overwhelming to see my designs on the catwalk with leading brands.
“The response from buyers made me feel more confidant and the Moda team gave a small brand like mine an amazing platform to launch.”
Alex was also delighted to see his designs on the runway earlier this week – and said it was only the start.
The personal trainer, from Formby, said: “Launching a brand that I’ve helped design was great.
“I designed these exactly how I like my shirts to look – fitted, current and simple. I’m looking forward to launching more designs in the future.”
The summer 2016 collection is being sold on Laura’s website, with a hope to launch in boutiques later this year.
Laura is planning to support the British Heart Foundation in future projects.
Along with her business partners Kathryn Orr and Sian Morgan, she started the Love Laura brand with the backing of Merseyside Special Investment fund, which offers cash and support to small and medium businesses.