He was signed up to star in their new advertising campaign – a short film entitled A Different Cut in which he models the retailer's latest offerings.
Raffi, as he is known, stars alongside a cast of six other 'London creatives', and is introduced as 'the rebel'.
Wearing a selection of tailored shirts and suits, along with rings and earrings, Raffi perfectly embodies the brand’s rock and roll ethos.
In an East London accent he says straight to the camera, "To be above the cut, you've got to think a little different."
Raffi is the son of Jude and Sadie, who were married for six years before divorcing in 2003. They are also parents to daughter Iris and another son Rudy.