Today David Beckham unveiled his new Emporio Armani Underwear Fall 2009 campaign at Selfridges Oxford Street in London.

The black and white campaign was shot by Mert Alas and Marcus Piggott, and I hope their are plenty more pictures to come.

Like you I’m drooling on my keyboard, but the hair is a tad distracting don’t you think?

I want to focus on those abs, and those beautifully designed briefs, but the hair….

David Beckham was dressed in a navy blue Giorgio Armani suit, as he unveiled the poster which covered the entire front facade of Selfridges.

Thousands of Londoners who turned up to greet him in spite of the pesky tube strike, but only 300 lucky fans got the chance to meet him.

At the unveiling David said, “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 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.

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Source: Giorgio Armani