Usher chose the runways of Paris Fashion Week to quietly announce his yet-to-be-named lingerie line. The R&B star attended the show of intimate apparel designer Marlies Dekkers’s latest collection, to perhaps get some inspiration for his own line.

He shared a not-so-shameless plug with a Women’s Wear Daily reporter when he said: “You may have heard that I might be launching a lingerie line for men and women … Comfort and intimacy is very important.”  Apparently, the singer offered a sneak peek of his preliminary designs in his “Trading Places” video.

The husband and father might already have some celebrity pals willing to give his undies a test run. Kelly Rowland, Solange Knowles and Ne-Yo joined Usher for the Dutch designer’s show.

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By our count, this is the second celebrity line announced at a fashion show this week. Rihanna told reporters at the Gucci show in Milan that she’s planning a fashion line of her own.