The nightclub promoter - who finished fifth in this summer's series - modelled a wide variety of styles, including a jockstrap, as part of the Lick Underwear campaign.
In one photo, the reality star dons glasses and bites down suggestively on a tie, while another sees him pose in see-through underwear after being splashed.
Lick described Luke as a "true professional" during the shoot and commented that he "needed little direction" in front of a camera.
Luke's love interest in the Big Brother house Ashleigh Hughes took part in her own underwear shoot for Zoo Magazine last month, in which she described glamour modelling as her "dream job".
"I'm the girl who gets her boobs out on the first day of the holiday," she said. "I'd love to do this forever... I can't be sitting at a desk all my life. I'd rather be in a studio like this."