Joe Jonas' underwear campaign for Guess is ''torture'' for his friends.

The 27-year-old singer has stripped down to a pair of tight white pants for the American fashion label's Spring/Summer 2017 campaign and his friends can't stand seeing the dark-haired hunk flaunting his enviably toned physique in skimpy designer boxers on billboards everywhere they go.

Speaking about the reaction from close friends and family to the provocative photoshoot, the DNCE frontman said: ''It's pretty funny. My friends who don't want to see that ... like, my buddy who's a real estate agent in L.A., his office is right near [the billboard], and he drives by on La Cienega every day. He's like, 'Screw you!' He's sending me pictures, like, 'I hate this. Why do I have to look at this?' I love it. It's torture for him.''

Although the 'Cake By The Ocean' hitmaker's pals are regularly spotting his commercial, Joe only saw the advert when he was in a Guess store in London, and was so excited when he caught sight of himself he stopped to take a photograph of him beside the campaign.

He said: ''I was actually in London. At the store, they have a really big sign that says 'Joe Jonas for Guess.' I was like, 'Woah!' It's exciting. I wanted to pose with it.''

Although Joe found it strange being on set in his pants, he soon loosened up and was ''casually'' walking around, although other members found it uncomfortable.

He told PEOPLE: ''Everyone knows what they're walking into. It's one of those funny things where the moments off-camera are when you're laughing because you're walking around casually in your underwear talking to people, grabbing catering and whatnot. I'd find myself talking to a friend, and then he was like, 'Dude, this is really weird; you're talking to me, and you're just in your underwear.' 'Oh, yeah, I forgot!' So I had a great team to help out. The photographer is amazing, and he made it really funny and comfortable.''