Michael Phelps fronts Louis Vuitton campaign in Speedo

Michael Phelps has gone from dominating Olympic pools to sitting in bathtubs.

The newly-retired 27-year-old is the latest cultural phenomenon to front luxury leather goods company Louis Vuitton. In an image released Sunday evening, Phelps seductively stares into the camera while sitting in a bathtub in his standard uniform: A Speedo with a pair of goggles draped over his forehead.

Where's the fashion element of the ad, one might ask in the Annie Leibovitz-shot campaign? A traditional LV monogrammed luggage bag worth several thousands haphazardly- and strategically- rests on a towel beside the tub.