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Rick Genest is not your average model.

Not to say that he’s not handsome or model-worthy, but most models aren’t covered in morbid tattoos that essentially make them look like a walking skeleton. Zombie Boy, as he is known throughout the fashion community, was discovered by Nicola Formichetti to model for Mugler. He later went on to appear in Lady Gaga’s “Born This Way” music video and numerous fashion editorials.

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The latest person to take notice of Rick Genest is none other than the God of the Flow himself, Jay-Z.

For Rocawear’s Spring/Summer 2013 ad campaign, Zombie Boy is adding a bit of edge to the collection by showing his heavily tattooed body and the new collection simultaneously.

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The spread is a lot more casual than what we’re used to from Rick, but it’s still pretty cool. Check out the Spring/Summer 2013 Rocawear ad campaign in the gallery above. And to see Mr. Zombie Boy talk to i-D magazine about the actual campaign, look no further than the video below!