Ever since Tony Ward appeared with, and dated, Madonna in her infamous Justify My Love video in 1990, he’s been a sort of pop cultural boomerang, periodically vanishing and resurfacing to show his Latin-lover face, his chiseled and tattooed body, and yes, his endowments.

Now the 47-year-old artist, model and muse is the face of D&G’s new cologne, La Force. The collection takes its cues from Tarot, with scents that include the Magician, the Lover, and the Moon. We guess Tony’s card would be: Former Boy Toy Made to Wear a Harness and a Speedo in a Music Video.