Armani Unveils Buffed and Beefy Beckham Ads

Giorgio Armani has unveiled the first images from his latest ad campaign, starring a buffed and sensual David Beckham at his most come hither.

Beckham’s new position as “worldwide testimonial,” in normal parlance that means model, for Emporio Armani Underwear begins in January, coinciding with launch of the collection in the United States, where Beckham moved this year.

The former captain of the English national soccer team, Beckham signed up this spring to play club football with the LA Galaxy. Beckham, who led England in last year’s World Cup finals in Germany, has played 99 times for his national team.

Fashion photographers Mert Alas and Marcus Piggott, a duo renowned for their erotic sense of aesthetics, shot the steamy campaign on location in Los Angeles. The opening black and white image features a chiselled jawed Beckham in mega tight – yet bulging - white briefs, whose waistband bears the brand’s logo.

“David is truly a modern day icon in that his fame extends well beyond the realm of soccer,” Armani said in a release. “He represents a notion of modern masculinity: as a sports hero, husband and father. He is also a man with a great sense of style. There was a time when soccer players were not always considered to be fashion role models. David Beckham has helped to change that.”

The campaign will debut with a special gatefold in the February edition of the US edition of Vanity Fair, long Armani’s favorite magazine, before rolling out globally in sport, fashion and lifestyle magazines and on signature billboards in major cities such as New York, Los Angeles, London, Milan, Rome, Paris and Tokyo.

Beckham recalled first meeting “Mr. Armani,” while training with the England team for whom Giorgio designed their World Cup suit.

“I've been a big fan of his style for a long time and, through the years, my wife and I have become friends with him, so I’m happy to be working with him now. For me Giorgio Armani is a man who has been at the top of his game for more than thirty years,” insisted Beckham.

Armani has long used soccer stars as a powerful communications vehicle, dressing a pantheon of modern greats including Ronaldo, Luis Figo, Thierry Henry, Christian Vieri, Fabio Cannavaro, Andriy Shevchenko and Kaka’.

Using a football star in his ads is nothing new for Armani who famously selected England goalie David James for Spring Summer 1996 Armani Jeans campaign. Since then Andriy Shevchenko and Kaka’ have also been testimonials for the designer.

The Emporio Armani Underwear spring 2008 fashion collection features summer colours, such as lime, watermelon and turquoise, stretch cottons with innovative use of the symbolic EA eagle logo and special fabrications in bamboo and micro piquet. Prices range from 18.50 euros, or $27, and up.

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