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 then — this is my last chance!’
“It’s a huge compliment being asked to be in the campaign and to be part of the worldwide campaign for Emporio Armani underwear,” she added. “It’s really exciting to me. Mr. Armani is a lovely person and his team is fantastic, so it’s a really exciting project for me to be involved with. And hopefully they will see a huge response.”
Beckham is no newcomer to lending her celebrity to a major designer. She previously turned heads when she was featured in her friend Marc Jacobs’ ad campaign in the spring, in Juergen Teller photos of her legs peeking out of a giant Marc Jacobs shopping bag or stepping out of a gift box.
“Marc is a genius and a good friend of mine, and now, to do Armani, is an honor,” she said. “I first met Mr. Armani at a store launch in Paris when I was there with Katie Holmes a few years ago. He is incredibly charming. I have so much respect for Mr. Armani and the whole company. To be given this opportunity to work with them is thrilling.”
And for advice, there’s always her husband, David, whose Emporio Armani men’s underwear campaign, also shot by Alas and Piggott, kicked off the global launch, and sent fans — and the blogosphere — into overdrive.
“David’s pictures were fantastic,” Beckham said. “He looked gorgeous in them. I was very, very proud and happy for him. He looked amazing.”
The collaboration with Armani comes amid widespread speculation David Beckham will be relocating temporarily to Milan from Los Angeles for a stint with AC Milan. Not so fast, said Posh.
“Nothing has been finalized as yet, but if we do go, it will literally be for two months, because the season finishes here in L.A. and David will go to train with AC Milan,” she said. “We are so supportive, myself and the children. It’s a great opportunity for him and we are very excited about spending time in Milan.”
Victoria Beckham knows the Italian fashion capital, and has several friends there.
“It would be a wonderful experience for the family,” she said. “Obviously, I will be very busy at that time as well, because I will be preparing to show my next collection in February in New York. I have so many friends there, and my experience of Italy is great. I love it there, and it’s great for David.
“We love America, and there have been lots of reports saying that we are moving from America,” she added. “We are not. This is where we live. It is for eight weeks, and we’re excited about that. I will be spending a lot of time there and so will the children. The children are big boys now, and they go to school, and will continue their education here in L.A., and we will travel about so we will all be together as a family, but it’s not a permanent move.”
And while she is there, she is sure to breathe in some of the fashion spirit that permeates the city.
“The best thing you can give a designer is the ability to travel and experience different cultures, countries, and so for me, it’s huge,” Beckham said.�