THE BECKHAMS <3 ARMANI

Founded in Milan, 1975, by Giorgio Armani and Sergio Galeotti, the fashion house Armani is world widely known and has 11+ lines within the company. Now, everyone knows that behind a good (and successful) line is a smart advertising campaign.

Possibly one of the smartest moves for the Armani house was THAT advert with David Beckham flaunting the labels 'tighty whiteys'.

This sent fans and fashionistas into overdrive. Stores stocking the briefs saw sales rocket, with store Selfridges announcing a 30% increase of sales of Emporio Armani underwear, with the featured white briefs outselling the boxers by 2 to 1.

After the success of using one half of a super-couple, why not use the other half? "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.”

Victoria Beckham is no stranger to the fashion world, turning heads after featuring in her fashion designer friend, Marc Jacobs, ad campaign in spring....and of course starting her own fashion line.
Mrs Beckham will not be photographed by just anyone in her smalls, oh no, the same photographers that took the saucy pics of David, will be focusing their lens all on her; Mert Alas and Marcus Piggott.

Posh Spice is said to be "really excited" to be able to lend her celeb status to Armani's line, and besides, anything Golden Balls can do, she can do better.

The ad campaign is said to be unveiled for the spring season.