Former Beatle Sir Ringo Starr has joined forces with Detroit-born designer John Varvatos to feature in his autumn 2014 campaign, as part of an initiative that also includes a short film and a social media component supporting The Ringo Starr Peace & Love Fund, which helps at-risk people suffering from stress disorders.

Every time the hashtag #PEACEROCKS is used to tag a 'selfie' of someone doing the peace sign on Twitter or Instagram, Varvatos will donate $1 to the charity. Starr commented 'I've waited a long time to become a male model, and what a great way to do it - all for a good cause. I urge everyone to join us and use #PEACEROCKS'.