Cop a gander of Joe Jonas!

It may be wintertime, but the DNCE lead singer turns up the heat for GUESS‘ new promotional campaign.

Following in the footsteps of younger brother Nick Jonas, who cemented his pin-up status with a similarly racy campaign in his Calvin Klein‘s, the 27-year-old no doubt makes a bold beeline for those titillated by his sibling’s antics.

We really are in changing times; for years patriarchal society saw women objectified by (often fully clothed) men. Such is the climate today that men are doing the same for promotional gain. A lot can be said, but we’ll leave it at…interesting.

Peep more pics of the ‘Cake By The Ocean’ crooner below…

And for those who forgot, here’s Nick’s.

Your thoughts?