Former rugby player Thom Evans has helped launch the Miele Denim Laundrette in Carnaby, London - which offers services such as denim workshops and beauty treatments to raise money for the Jeans for Genes charity - by re-creating the famous Levi's advert.

Evans, who participated in Strictly Come Dancing last year, is seen topless and washing his denim in the Miele W1 washing machine in the campaign. The laundrette runs September 11-14.