July 15, 2008 13:38

Justin Timberlake to star in his own clothing campaign

He's playing a character in William Rast advertisements

Justin Timberlake may be featured in the forthcoming campaign for clothing company William Rast, but it’s not himself he’s playing, it’s a character.

Timberlake was reportedly reluctant to feature in the ads for the company, which he co-owns with best friend Trace Ayala, but the creatives at the brand talked him into it when they suggested he play a character as opposed to himself.

Now when we see Timberlake in the campaign, which kicks off on williamrastmovie.com this month in a series entitled ‘My Name Is William Rast’, he will be playing William Rast, a rebel on the run.

According to WWD.com, the ‘Sexyback’ singer got really into building the profile of his character, and stars alongside model Erin Wasson who plays a woman called Birdie in the campaign.

Timberlake and Ayala launched William Rast in 2006 and the forthcoming campaign will support the line’s first full collection.

--By our New York staff.
[url="/about"]Find out more about NME.[/url]