Cristiano Ronaldos' metrosexual high-maintenance fashion style is both ridiculed and admired in equal measures.
So it perhaps comes as no surprise that the Manchester United winger is expanding his fashion empire with a second clothes boutique in his native Portugal.
After opening his first CR7 store in his hometown of Funchal on the island of Madeira two years ago, Ronaldo brought along the whole family to the launch of his second boutique in Lisbon.
Fashionista: Cristiano Ronaldo poses at the launch of his second branch of his CR7 fashion empire in Lisbon, Portugal
World of Ronaldo: Fans can dress like their idol thanks to the stores in Lisbon (pictured) and the original flagship in Funchal, Madeira
Ronaldo has gone for a minimalist look for his second store - but the same cannot be said for the garish clothes
The store includes all the essential wardrobe items for a metrosexual Mediterranean stallion, including diamante studded belts, jeans with leather pockets and patent buckled loafers.
In a departure from the recent trend for subtle labels on designer clothes, Ronaldo's collection includes large metal emblems of his initials and team number 7 in clear view.
The flashy labels means it will be obvious to everyone the wearer has bought from Ronaldo's line.
The store also sells slinky outfits for women, perfect for any aspiring WAG.
Speaking last night, Ronaldo said: 'I expect the store will be a success. I really like the clothes and I identify myself with the style of CR7.'
Family affair: Ronaldo was supported by (L-R) his mother Dolores, sisters Katia and Telma and brother Hugo
New love? Ronaldo's sister Katia (R) cuddles up to his rumoured new love Luciana Abreu (L)
Monday's launch of the Lisbon store was a real family affair for the millionaire soccer ace.
His mother Maria Delores proudly stood beside her 23-year-old son in a pistachio skirt and jacket.
Also in attendance was Ronaldo's sisters Katia and Telma - who runs Ronaldo's Funchal store - and his older brother Hugo.
Also in attendance was Portuguese singer/actress Luciana Abreu, who has recently been romantically linked to the Man Utd star.
When asked for her opinion of Luciana, mother Maria said she was very pretty, adding: 'She is a friend of the family and not a girlfriend. I would prefer to have a Portuguese daughter-in-law because I don't speak a foreign language.'
Keen to dispel his mother's wishes for him to settle down, Ronaldo said: 'I am still growing and I can make my own choices.'
The CR7 store aspires to sell clothes for 'fans who want to dress like Ronaldo'.
Bling's the thing: Ronaldo's CR7 collection includes showy belts and leather pocketed jeans
Personalised: All the collection includes Ronaldo's CR7 initials
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