Tom Ford has photographed his own spring campaign.
The fashion designer has decided against using a big-name photographer for his upcoming campaign, instead choosing to take the shots himself.
Models Mirte Maas and Mathias Bergh star in the images, the first of which have been published by Women's Wear Daily.
The pictures are relaxed and upbeat, with Tom apparently keen to capture the fun side of his collection.
In one image Maas is seen wearing a tight red pencil skirt with transparent stripes, complete with a crimson chiffon skirt. Her shoes and lips are the same deep rouge colour and she is reclining while sharing a joke with Bergh - who is clad in a suit.
Both models are joking, with Maas placing a relaxed hand on the male model's neck.
"The playful, upbeat images have the models laughing and smiling broadly as they romp together - one shot even has Bergh teasingly biting Maas' ankle," reports WWD.
The images were taken at a private property in California.
Although Ford picked Mert Alas and Marcus Piggott to shoot his autumn collection he is known for getting behind the lens himself. He has photographed several of his other ranges, but has also worked with stars such as Terry Richardson and Marilyn Minter.
The pictures will appear in fashion magazines from next month.
Check out a video of Tom Ford's Spring 2012 collection: