Kevin Federline, who recently cleaned up for a makeover on the cover of ITEM magazine, is now the face of a fashion label.
The former backup dancer, 28, has signed on to represent the Five Star Vintage line by the San Francisco-based Blue Marlin clothing company. He will appear in an initial series of ads slated to begin running in magazines this September, a spokesman for the firm confirms to PEOPLE.
The target age group for the line is between 16 and 28, and Macy's, Lord & Taylor and the Virgin Mega Stores will sell the "edgy" look, said the spokesman. Asked whether Federline's role with the company was permanent, the rep said, "We have to see how this first ad campaign goes."
The rep did say, however, that Federline has already shot the photos for the campaign, and that Federline's wife, Britney Spears, attended the shoot but will not appear in any of the pictures.
While Spears was featured in a heavily promoted Dateline interview Thursday night, Federline laid low, declining to appear on the program, said the program's special host, Matt Lauer.
But the NBC show did air clips of a previous Federline interview with Access: Hollywood, to illustrate according to Lauer that he is not "a gold digger."
Speaking in a recording studio, where he was working on his upcoming album Playing With Fire, Federline who called his wife "so supportive" of his career told Access: "I've been paying for everything out of my pocket. Everything."