Dolce and Gabbana has released photos of Barcelona’s superstar wearing the brand’s underwear with very little else.
"We are very happy to link our name with that of a great champion", said the company's official press release.
Messi responded by saying: "I would like to thank Dolce and Gabbana. I have always had a preference for their elegance and style.”
The superstar’s sexy photos have led to a storm of comments on social media networks, with many people stating the football star should leave modelling aside and stick to what he does best.
The four times Fifa World’s Best Player award winner joins the list of footballers who have posed for top fashion brands wearing only underwear, including Cristiano Ronaldo, David Beckham and Freddy Ljungberg.