British pop hunk Robbie Williams has signed a deal to model for trendy English fashion label Gio-Goi.

Gio-Goi has dressed a host of British rockers including THE Rolling Stones, Happy Mondays, Oasis, New Order, Pete Doherty and Primal Scream, and have decided to gain more exposure with the former Take That heart-throb.

A fashion source tells The Sun newspaper, "Robbie has always taken a real interest in his image.

"Since going solo, he loves to wear leathers, make-up, tattoos and piercing. Gio-Goi think he's perfect."

Williams' friend, actor Max Beesley, enthuses, "I love the clothes and so does Robbie. Having the Gio-Goi name on your chest gives you confidence."