Oasis singer Liam Gallagher has been roundly mocked for fronting an advert campaign for Clarks shoes.
The famously volatile rocker, 49, started shooting an ad for the brand this week, which is best known for its school shoes. The shop also stocks various leather boots, loafers and casual shoes, often in a simple design.
And his linkup has been described as "utterly strange".
A source told The Sun : "Liam gets approached to do loads of different things, so it’s utterly strange that Clarks is the company he has opted to do a campaign with.
"He’s still desperately trying to seem cool and edgy, but now he’s going to be helping to sell regular work shoes."
"It doesn’t exactly fit with this idea of him being a rock star."
Liam was reportedly paid an "extortionate amount" to sign the deal with the British shoe manufacturer, which might showcase his reasoning.
The singer was spotted wearing Clarks Originals Caravan Black Interest shoes when performing at Reading Festival last year, according to the Twitter account 'Liam Gallagher Wears'.
The new endorsement comes shortly after he admitted he had given up partying because he "can't handle" big nights out.
Speaking to Reader's Digest, he said: "That voice, which used to be very distant, saying, ‘Go to bed. You’re not going out tonight’ is now very loud.
"Years ago it would have been like, ‘You what? I beg your f***ing pardon?’
"These days it’s, ‘Chill out. You’ve had your share’. I’m listening to that voice a lot more. I don’t want to feel s**t any more."
Meanwhile, Liam and his brother Noel Gallagher are still at each other's throats after having a number of disagreements over the past few years.
Following Noel's performance at Glastonbury, Liam poked fun at him for missing out on a guest spot with headliner Paul McCartney.
McCartney was joined by Foo Fighters Singer Dave Grohl and legendary US rocker Bruce Springsteen as he closed out the festival on Sunday night with a stunning three-hour set.
Liam, who is awaiting a double hip replacement, tweeted in reply to a fan who asked him what he thought about Dave Grohl appearing with McCartney.
"Yeah buzzing bet the little fellas devo he didn’t pass the audition ouch," he said.
Others pointed out that Liam also did not make the cut to share a stage with McCartney.
"You didn't pass the audition even to be @ the stands," one replied.
Another commented: "You didn't pass it either."
Liam and Noel Gallagher have a combined net worth estimated at over $100 million.
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