Remember when Mark Wahlberg (then Marky Mark) dropped his drawers in the early ’90s to hawk underwear for Calvin Klein?

At the time, seeing a male superstar (even ones of such dubious quality) pitching products was a bit of a shock (traditionally, such advertising was the domain of female celebrities).

Fast forward to 2007 and the idea of male stars not selling their bodies (er, images of their bodies) for a bit of promotion, not to mention a bit of cash, seems almost quaint.

Take Calvin Klein: The controversial clothier recently revealed Academy Award-nominated actor Djimon Hounsou will be following in Wahlberg’s fine-looking footsteps by appearing in a series of Calvin Klein Underwear spots.

According to the PR that has preceded the highly anticipated (by me, at least) ads, images of the actor known for such films as Amistad, Gladiator, In America and The Island will begin appearing globally this fall alongside the launch of a new product line, Calvin Klein Steel.

To hear Hounsou discuss the deal, it’s something he’s been looking forward to for quite some time.

“As a child growing up in Africa, I could have never dreamed that I would be where I am today,” he said in a release. “Representing such an iconic American brand like Calvin Klein Underwear signifies to me that I have been accepted. This carries more meaning for me than you can imagine. Dreams really do come true.”

After you get done rolling your eyes at Hounsou’s commentary, just remember that you’ll be seeing him half-naked on billboards the size of apartment buildings just in time for Christmas. I personally can’t imagine a better holiday gift.

Hounsou’s not alone in getting in the merchandizing mood, of course. Another clothier known for getting celebrities to don mass-market threads, Gap, has once again worked its magic and signed an impressive number of male stars to sell t-shirts and khakis this year.

In a somewhat head-scratching move, the company that famously provided Sharon Stone an outfit for the 1997 Academy Awards recently called on actors Jeremy Piven and Aaron Eckhart to peddle its new t-shirt collection.

Early last month, Gap upped the ante by announcing that actors Chris O’Donnell, Wentworth Miller, Dermot Mulroney and Chris Brown will be helping prove to the masses that the clothing company has “khakis with attitude.” (Yes, you read that right: pretty boys O’Donnell and Mulroney are being called on to show attitude. The ads may be worth seeing for that reason alone.)

Although all of the male celebrities mentioned above are effectively being used to show their ability to display the depth and character of mannequins (hey, it’s not as easy as it seems), a few are being called on for other reasons. Sizzling soccer star David Beckham recently created his own fragrance line with UK manufacturers Coty called “Intimately His” (it’s part of a range of products called “Intimately Yours” that includes a female perfume by his wife, Victoria—better known as “Posh Spice”).

It’s his second fragrance—his Instinct for Coty was one of the biggest sellers of 2006.

Not one to be left out, Beckham’s hunky neighbor, actor Clive Owen, has put his name on a male fragrance and skin care line being launched by beauty giant, Lancôme. His face will be used to promote the new fragrance Hypnôse, as well as the company's new skin care range. And before you laugh at the idea of an Academy-Award nominated actor slumming it at a perfume counter, consider he was paid a reported $4 million for the honor of men around the world paying to smell like him.

Will this trend continue? Seems to be working so far—and hey, if Britney Spears can launch a perfume and get a hit out of it, I don’t see any reason why a few more fine specimens like Hounsou and Beckham won’t eventually join the club.

Until next time!