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After stopping traffic with steamy Emporio Armani underwear ads featuring David Beckham, Armani on Wednesday tapped designer-singer-fashion maven Victoria to appear in the worldwide advertising campaign for Emporio Armani Women’s Underwear. The Beckham ads — shot by Mert Alas and Marcus Piggott in Los Angeles on Wednesday — will be unveiled for the spring season, and are part of Armani’s global underwear push for Emporio Armani.
While the slim Beckham doesn’t traditionally don Armani during one of her frequent fashion changes, the Italian designer claimed the pick was a natural one. “Who better than Victoria Beckham to launch our new global Emporio Armani underwear campaign?” said Armani. “Victoria is a style icon, a dynamic lady whose influence and recognition will add great excitement to the continued international growth of our Emporio Armani women’s underwear business.”
Beckham said the timing quite literally couldn’t be better for an underwear campaign. “I started running regularly about a year ago and when this campaign came about, I began working harder every day,” she told WWD from the shoot. “And this morning I got on the treadmill and said, ‘OK…
“As ever for me, the best ideas are the intuitive ones:” Giorgio Armani is musing on his era-defining casting of Posh and Becks in his advertising campaign for Emporio Armani underwear back in 2008. “In those years, David and Victoria were at the center of attention,” he recalls. “In the mirroring of their respective personalities, they embodied the moment: the metrosexual man, and the seductive woman with a fierce entrepreneurial outlook on things. And they both paid utmost attention to their physical appearance [so] having them in underwear looked like the right idea … and it took very little effort to persuade both.”
Armani – or Mr Armani as the fashion industry unofficially-officially refers to him – is a man who is no stranger to having the right idea. Aside from his multi-billion-pound Giorgio Armani empire, his Emporio Armani brand for which he managed to get the world’s most-talked-about couple down to their pants for is case in point. Established back in 1981 as a more liberal multi-platform to complement his eponymous mainline after seeing “a gap in the market and hunger from younger people for something new and fresh”, he proudly marked its 40th anniversary this year with…