Abercrombie & Fitch’s Shirtless Men Invade Paris

Mona Lisa likely lost her spot as Paris’s favorite eye candy on May 12 as 101 shirtless guys paraded their pecs outside the new Abercrombie & Fitch on the Champs Élysées.

The dudes doffed their tops and served up their six-packs to celebrate the upcoming opening of the all-American retailer’s first French outlet, reports StyleRumor. Wearing a variety of the brand’s faded denim, the guys flaunted their physiques—which obviously didn’t come courtesy of croissants—outside the four-story flagship and on its rooftop.

Though the mob of muscle men was clearly a publicity stunt, French shoppers won’t be left wondering “Wheres the boeuf?” when the Parisian Abercrombie & Fitch opens its doors May 19. As with the American chain, there will be shirtless greeters welcoming everyone at the door.

Vive la France!