It’s one of those images. Once seen, near impossible to wipe from your mind. The portrait shows the 59-year-old tech billionaire Jeff Bezos splayed out in the front seat of a pick-up and enfolded in the bosom of his fiancée, the pneumatic newscaster turned helicopter pilot turned philanthropist Lauren Sánchez. They want the world to share their love. 

The image comes courtesy of Annie Leibovitz, in the latest issue of US Vogue. It accompanies a sprightly profile of Sánchez, who has been given the full Vogue treatment with a glossy interview and fashion shoot.

It is the appearance of Bezos, however, midway through the story, that takes the breath away. The once shy, somewhat geeky chap behind the world’s most powerful retailer has lately taken on the appearance of a third-tier action man. Here, he is captured at his most bionic: biceps bulging through his tight-fit tee. He wears jeans, just like the frontiersman of yesterday. In lieu of a hairline, he has donned a Stetson hat.