He is used to sharing the catwalk with some of Australia's most beautiful women but, as he moves into his fifth year as an ambassador for Myer, Kris Smith now creates quite the stir in his own right.
The English former rugby league player will headline the men's portion of the department store's autumn/ winter 2014 collection launch tonight in Melbourne, where he will walk alongside fellow Myer face Jennifer Hawkins and some of the country's leading modelling talent.
Aside from his muscular physique, all eyes will be on Smith for another reason after rumours recently swirled of an impending engagement between the hunk and his Aussie model girlfriend Maddy King, inset.
Smith, who has three- year-old son Ethan with ex-partner Dannii Minogue, and King were seen wearing matching Cartier bands on their ring fingers last month, though he told AAA the jewellery was a "nice gesture" rather than a hint at marriage.
"We have been together nearly two years and she is a great girl," the 35-year-old said of King.
"She makes me laugh, she makes me extremely happy and she is very generous and thoughtful.
"A lot of people start talking about things and the conversations come up but we have no immediate wish to go and get married in a rush."
Smith always proves quite the drawcard for Myer's annual spring/summer parades in August when he strips down to his swimwear. But, given the time of year for the winter launch, he will likely get to keep his shirt on this time around.
However, he keeps himself fit just in case.
"I have my time off at Christmas and new year to have guilt-free indulgences and then I just work them off at the beginning of the year," Smith said.
"I thought there may have been a shirtless aspect now Peter Alexander is new to Myer and he is going to showcase some of his sleepwear. We will see."
The co-host of Seven's The Daily Edition said his next move after the launch would be to set up his own online fitness program to help other people improve their health and wellbeing.
The Myer launch will stream online from 4.30pm at myer.com.au/livestream.