Alexander Skarsgard is the new face for suit maker Hickey Freeman’s Fall 2010 season, as photographed by Annie Leibovitz.

“We want to attract the younger and younger-thinking customer,” says men’s fashion designer Joseph Abboud, who also serves as the company’s creative director. “Hickey Freeman was much more traditional under the old regime. It lacked sex appeal.”

Thanks to Alexander Skarsgard, the brand now has plenty of sex appeal!

“We didn’t try to make this Dolce & Gabbana,” added Abboud. “We’re not talking about suits for insider fashionistas. It’s about great modern sexy clothes for the American business guy.”