Sean Avery Rules Fashion: Model Hockey Player

Nobody ever called Sean Avery a model hockey player before. He's been called a potty-mouth, an idiot, a jerk, and an evil genius. People magazine called him one of the sexiest men alive. NHLers voted him most hated hockey player alive.

Now suspended from the Dallas Stars and playing in the AHL for the Hartford Wolf Pack, possibly on his way back to the NHL with the New York Rangers, Sean Avery has surfaced as a model.

Sean Avery's interest in high fashion is well-known, since he interned at Vogue last summer and became guest editor of Men's Vogue, but now the hockey player is a model for the Gap.

The Gap recently released its new ads for the upcoming season and joining a list that already consists of Ryan McGinley, Georgina Chapman and Scott Schuman, is none other than the NHL’s No. 1 bad boy, Sean Avery.

It’s been a busy few months for Sean Avery, who went from hockey star with the New York Rangers, to Vogue intern, to guest editor of Men’s Vogue, to the Dallas Stars doghouse, to Gap model, and—apparently—back to the Rangers again.

The Gap is using diverse group of actors and style makers to launch its fall collection. Avery is the only hockey player in the group. 

The Gap’s new ads promote the first full collection by their head designer Patrick Robinson. The campaign, launching this week, includes Hollywood actress Liv Tyler and Givenchy spokesperson, French actress and model Clemence Poesy of Harry Potter and the Goblet of Fire, and hockey player Sean Avery.

Also in the ads are television actress Ginnifer Goodwin from HBO's Big Love, English actor and model Hugh Dancy, actor Edgar Ramirez from The Bourne Ultimatum, Colombian actress Catalina Sandino Moreno of Maria Full of Grace, French Actor Melvil Poupaud of Speed Racer, Nate Parker of The Secret Life Of Bees, British actor Joe Anderson of Across The Universe, actress and former model Georgina Chapman of The Nanny Diaries, fashion blogger Scott Schuman, DJ and model Leigh Lezark, author of The 25th Hour David Benioff, gonzo journalists Max Lugavere & Jason Silva, photographer Ryan McGinley, and others.

The ads rely on portraits of that quirky list of celebrities, some of whom are less recognizable than celebs Gap has used in the past.

Gap frequently features celebrities in its print and television advertisements. They have featured over 308 celebrities of various stature in their campaigns. The company has five primary brands:Gap, Banana Republic, Old Navy, Piperlime and Athleta.

Avery was photographed wearing the "Classic V-Neck," soon to be available at your local Gap outlet for $44.95—not high fashion or the Avery Rules! tee-shirt.

The black and white images, shot by fashion photographer Mikael Jansson, feature a style star wearing Gap designs in their own way.

The ads will be in September and October issues of national magazines, as well as in Gap stores and on billboards.

Rumour has it that the New Line Cinema movie inspired by the Gap model’s stint as an intern at Vogue is a ‘romcom’ like The Devil Wears Prada and they're bringing back Anne Hathaway to be Sean Avery’s love interest.