His shirt looks so soft and lovely but he needs to ditch the hat. On second thought... he could ditch the shirt too and I wouldn't mind.
ETA: I'm more convinced that this is for 17 Again because he was dropped off in an Audi that isn't his (different rims) and Audi has some sort of product placement thing going with 17 Again. So, GQ photoshoot? After a haircut, of course (crosses fingers on both counts).