Yahoo LifestyleThe British Olympic athletes taking over fashion
With just over six months to go before the 2012 Olympics, British fashion and beauty brands are racing to nab the hottest athletes to be their ambassadors.
The latest British based label to snap up our talent is Dunhill who has used past and current Olympians to star in their ‘Voice' spring 2012 campaign.
Olympic gymnast and medal hopeful Louis Smith is joined by Iain Percy, already a double Olympic gold medal sailing champion, and Sir Matthew Pinsent who has won four gold medal paddling to success with the British rowing team.
[See also: Stella McCartney Team GB Olympic kits]
The images shot by renowned photographer David Sims features each of the trio dressed in the finest English gentleman threads: Smith in a tuxedo, Percy in a coat with a knitted collar, and Pinsent in a suit and tie teamed with an overcoat.
Accompanying the images are short essays by the men that give us intimate insight into their personalities and what makes them so remarkable.
This is the third instalment of the Voice campaign and this time around Dunhill want it to be, “Brilliant, inspiring, driven, engaging men with opinions, flaws and stories to tell.”
While the men are doing their best to promote quintessential English style, women from Team GB were first off the blocks and on the track to being the best-groomed athletes.
Champion track cyclist Victoria Pendleton, Swimmer Kerri-Ann Payne and pentathlon champion Jessica Ennis have been signed up to be the face of cosmetic brands from the beauty giant Proctor and Gamble.
Pendleton will front Pantene's Smooth & Sleek range keeping her brunette locks in peak condition in the run-up to the Olympics. Her teammate Jessica Ennis is the new face of Olay Skin Essentials, and swimmer Keri-Anne Payne, the first Team GB athlete to qualify for the 2012 Games, will promote Max Factor's False Lash Effect Gold mascara.
As well as representing beauty products, Kerri-Anne Payne joins sprinter Christian Malcolm, Paralympic rower Tom Aggar and Paraylmpic cyclist Sarah Storey of Team GB as ambassadors of jewellery favourite Links of London.
The athletes will sparkle on the centre stage wearing jewellery from their special London 2012 Entwine range and collection of team charms.
Combining all those amazing sponsorship deals, is Team GB destined to be the best looking team of athletes at the London 2012 Olympic Games?
Watch out world!
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