Victoria Beckham is following in her husband’s footsteps by starring in Giorgio Armani’s latest worldwide advertising campaign.
The campaign was shot on location in Los Angeles by acclaimed fashion photographers Mert Alas and Marcus Piggott — who credit Madonna and Scarlett Johansson as former celebrity muses — and features Victoria seductively modelling underwear from the celebrity-favourite’s new range.
On choosing Posh Spice, Giorgio Armani said: “Great underwear is alluring and provocative, and so I wanted to work with someone who would make a real impression. I’m sure Victoria’s presence will generate great excitement and contribute to the continued international growth of our Emporio Armani’s Women’s Underwear business.”
It will be interesting to see if Victoria’s underwear modelling causes the same excitement as her husband’s Milan debut last January on a 310 square metre billboard, which was also shot by Mert Alas and Marcus Piggott.
Although once claiming she looks “really awful” naked, Victoria said of her latest fashion endeavour: “It’s an honour to have been selected by Mr Armani to represent the Emporio Armani Underwear brand and to execute his vision with the incredibly talented team of Mert and Marcus.”
The shots, in which the mother of three looks anything but awful, will feature in posters, billboards and glossy magazines.
Since its inception in 1982, Armani Underwear has been advertised using anonymous models; Armani’s choice of the former Spice Girl marks the first time the brand has been modelled by an international celebrity.
The Spring/Summer collection is made up of a basic and fashion line, featuring styles in periwinkle, blue, green, and pink using materials like |microfiber, tulle and lace.