It looks like Rick Genest (aka Rico, aka Zombie Boy, aka Nicola Formichetti’s Mugler main squeeze) might be on his way to becoming fashion’s latest unconventional muse. The tattoo aficionado—who’s no stranger to the spotlight, having previously made the rounds as a star attraction in a Montreal circus (yup, we’re not kidding)—seems to be making the leap from sideshow to the main stage. In addition to appearances on both men’s and women’s Mugler catwalks, Genest currently stars in Mugler’s new fall campaign, shot by Mariano Vivanco, to be released later this year. The stark black-and-white images provide the perfect backdrop for the brand’s graphic tailoring and Rick’s cranial facial decorations (what kind of SPF does he uses?). If that weren’t enough, he also stars in a meaty editorial for the new GQ Style, which hits newsstands tomorrow. Dark, brooding, fascinating—the new recipe for fashion success.