UPDATE: exclusive pictures of David Beckham for Emporio Armani

11 June 2009

David Beckham Armani David Beckham Armani

Let's be honest. There's always a moment when David Beckham's latest campaign shot for Emporio Armani lands in our inboxes that the Grazia office comes to a standstill. And it seems we're not alone. Despite the tube strike, over 300 people packed out Selfridges this morning to see London get its first David Beckham for Emporio Armani billboard – an 11ft sheet that covered the front of the iconic department store. It probably helped that the man was there himself, accompanied by wife Victoria. ‘I don't mind taking pictures in my underwear. It's when the pictures are unveiled, like today, that it's a bit embarrassing,' David revealed to a private meet and greet in the store, before shoppers ransacked the shelves. Then, after a brief well-done kiss from his wife, the Armani-clad David was off – leaving us to concentrate on the campaign image.

David Beckham Emporio Armani

OK, here we go. One: hot. Two: that hair though? Trying to compete with your wife's slicked-back look in the last campaign image? Three: Can we take the place of that rope? We'd quite like to be wrapped in his arms. Four: We're divided over the ‘sleeve of tatts' as someone in the Grazia office just described them. And five: Oh yeah, the Emporio Armani boxers look pretty darn fine too. (If only our husbands/boyfriends could wear them quite as well...)

David Beckham David Beckham

‘David has a great sense of style and is an inspiring role model – this is what makes him the perfect partner for Emporio Armani underwear. I am very excited that David Beckham's new campaign image was unveiled exclusively in his home country, and where better than at such an iconic retail destination as Selfridges,' said Giorgio Armani of the A/W '09 campaign images. We couldn't agree more. Thanks for cheering up the capital, Mr Armani!


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