Marlon Brando's grandson Tuki Brando, 21, Ethan Peck, 25, grandson of Gregory Peck, and Logan Plant, 33, son of rock-god, Led Zeppelin's Robert Plant, take centre-stage in the new fashion ads, showing the older generations how it's done.
Going live on Tuesday, the global campaign follows in the footsteps of last season's which saw Ed Stoppard, Bruno Senna, Isaac Ferry and John Hemingway - 'heirs of stylish lineage' as the men's site puts it - facing the online shopping brand.
He is the main protagonist and first-person narrator in the Percy Jackson & the Olympians series and appears in every book of the Camp Half-Blood chronicles except The Lost Hero and The Dark Prophecy.
In his most recent appearance in The Hidden Oracle, the seventeen-year-old Percy states that he and his girlfriend Annabeth Chase plan to finish senior year in New York before heading to the college in New Rome.
This is a list of characters that appear in the Camp Half-Blood chronicles (which consists of the Percy Jackson & the Olympians series, The Heroes of Olympus series, and The Trials of Apollo series), The Kane Chronicles, and Magnus Chase and the Gods of Asgard.
Perseus "Percy"Jackson is a demigod son of the mortal Sally Jackson and the Greek god Poseidon.
It's already attracted attention in America, where the tabloid press has suggested that Peck's script is based on events in his own life.
The main cause of this misery was a massive drink problem that repeatedly put his life in jeopardy, placed a heavy strain on his relationship with his father and destroyed his storybook marriage."I had a disease that made me self-destructive," he says of his alcoholism.
Last year, Elvis' granddaughter Riley Kough starred in a Lee denim ad while the Geldof, Jagger and Mc Cartney children are all busy in the world of fashion and design.
Hollywood flows through the veins of Mr Peck, who is an actor, most famous for his role in ABC's 10 Things I hate About You series.
Another highly anticipated debut is non-traditional horror A Ghost Story, starring Rooney Mara, which was a hit with critics at Sundance Film Festival.
The independent film saw Casey Affleck, fresh from his controversial Oscar win, haunt the Girl With A Dragon Tattoo star as a ghost, represented by his standing under a sheet with eye holes cut out of it Halloween-style.