Canadian denim and sportswear brand Buffalo David Bitton has announced musician Max George from the international band The Wanted and Sports Illustrated swimsuit model Hannah Davis as the stars of its fall 2013 advertising campaign, which will premiere in consumer magazines’ August issues as well as online, in-store and outdoors.

It is the first time the brand has used celebrities in its visuals. Dari Marder chief marketing officer, Iconix Brand Group, which acquired a 51% stake in the brand in February 2013 for $76.5 million, says, “Buffalo has always had beautiful and sexy imagery in its campaigns but we’re turning up the heat this season by adding some star power with Max and Hannah.”

Founded in 1985, Buffalo David Bitton is sold in more than 3,000 department and specialty stores in 18 countries. It also operates about 30 monobrand stores in Canada, one in New York City and its own e-commerce shop.