LONDON - He's been filmed trekking through the Arctic, gives a smoldering look from the cover of a men's magazine and is being targeted by legions of young women who only a few years ago would have been lusting after his older brother.

With all the attention being paid to Prince Harry, you might forget that Prince William is the one getting married.

"He's a cool guy, he's an action man, and he obviously enjoys quite a good time," said Robert Johnston, associate editor at GQ magazine, which featured a front-page photo of the 26-year-old royal. "It's quite a potent mix."

The magazine shows a pensive prince, square-jawed and tousle-haired, his lips curling into a smile. GQ's story covers Harry's high-profile polar expedition with Walking With The Wounded, a U.K. charity devoted to helping injured veterans.

It's work that has commanded a fair amount of TV time given the dramatic crises gripping the Middle East and Japan. Yet the Harry who spoke to journalists ahead of his Arctic fundraising trek seems a world away from the party prince caught spilling out of exclusive nightspots.

Right now, the only fear is that he'll embarrass his brother in front of a millions-strong TV audience with an indiscreet best man's speech. Harry has promised as much, telling the BBC television in Norway that his speech at William's wedding might "make him lose some hair." AP