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Mark Wahlberg the New Face of Men's Brand PRVCY—Will He Model Underwear Again?

Mark Wahlberg Courtesy of Dave Allocca/StarPix

Mark Wahlberg has landed a new gig endorsing PRVCY, a rep for the fashion label exclusively tells E! News.

The brand picked the 40-year-old star and onetime underwear model because of "his amazing record of boosting the Calvin Klein brand," and it expects the actor's "powerhouse image to do the same for PRVCY."

Wahlberg will begin by promoting the denim line and then expand into all men's apparel, including—get ready for it—underwear!

PHOTOS: Celeb Underwear Ads

But will he be stripping down to his skivvies like he famously did for Calvin Klein back in the early '90s?

A company source says that his principal role will be brand ambassador rather than model, but more details of his endorsement deal may be revealed this week by the company at the Magic Marketplace fashion convention in Las Vegas.

Wahlberg is scheduled to make a—spoiler alert—surprise appearance at PRVCY's booth there today.

This is the company's second celeb deal in as many weeks—it recently signed Ali Lohan to endorse the women's line.

PHOTOS: Ali Lohan Strikes a Pose

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