He is even parodying his ladykiller image by endorsing “Rod Stewart panties” – yours for a bargain £2.50.

The skimpy, apparently unisex bikini-style black knickers – doubtless meant to be hurled at Rod by screaming fans at concerts – are available in a range of sizes and feature the singer’s name on the front, alongside red hearts and the slogan, Isn’t It Romantic?

Other officially endorsed products on his website include T-shirts and tracksuit tops as well as items aimed at fans’ children, including You’re In My Heart, You’re In My Soul bibs, All In The Name Of Rock’n’Roll babygros and a child’s T-shirt, which features a spiky-haired caricature of the singer alongside the slogan, You Wear It Well. Rod’s youngest child Alastair, two, by his third wife Penny Lancaster, has no doubt been test driving the children’s range.

Sadly, the item of clothing most associated with Rod, 63 – the much-lampooned tight leopardskin leggings from his Do Ya Think I’m Sexy era in the Seventies – are not yet up for grabs.