David Cameron has refused to endorse a magazine campaign that supports feminism, despite both Nick Clegg and Ed Miliband putting their names to it.
The deputy prime minister and the leader of the opposition (usually not one for photo-ops) have both posed in the Fawcett Society's "This is what a feminist looks like" T-shirts for the December issue of Elle Magazine.
Other male celebrities, including Benedict Cumberbatch, Joseph Gordon-Levitt and Tom Hiddleston, have all put their names to the campaign but the magazine says Mr Cameron has refused their advances five times.
Do you believe that men and women are equal? Do you believe men and women should have the same rights? The same opportunities? Yes? Then you are a feminist.
- Elle magazine
Mr Cameron was criticised last year after stumbling over the answer of whether he was a feminist - "I don't know what I'd call myself… it's up to others to attach labels" - before clarifying the issue and admitting that he was, in fact, a feminist the week after.
Instead of posing in the T-shirt for a photograph, the prime minister issued a quote to the magazine, explaining, among other things, that "I am committed to doing everything I can do to remove barriers for women and achieve a fairer society." Except support a campaign that aims to do just that, obviously.
What makes this seem all the more strange is that the prime minister is usually more than happy to put his name to a popular campaign.