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Published on February 26, 2008

The underwear, though, won't be available in Bangkok until next month.

Giorgio Armani was delighted when his friend, who plays for the LA Galaxy in America as well as the England national team, agreed to be the official worldwide face for the brand's underwear line from the beginning of this year, which coincided with launch of the new collection in the US.

The first advertising campaign featuring Beckham, which was shot on location in Los Angeles by renowned fashion photographers Mert Alas and Marcus Piggott, debuted in a special gatefold edition of February's Vanity Fair USA, which is now available at selected local bookstores.

According to Armani, "David is truly a modern day icon - his fame extends well beyond the realm of soccer. He's considered one of the world's most talented soccer players and a former captain of his national team, but his image has come to stand for more than this. He represents a notion of modern masculinity: as a sports hero, husband and father. He is also a man with a great sense of style. There was a time when soccer players were not always considered to be fashion role models. Beckham has helped to change that."

Beckham has revealed that he first met Armani a few years ago when the fashion designer was commissioned to create the World Cup suits for the England team.

"I've been a big fan of his style for a long time and, through the years, my wife and I have become friends with him, so I'm happy to be working with him now. For me Giorgio Armani is a man who has been at the top of his game for more than 30 years."

The close union between Armani and the world of sport, and particularly soccer, is well documented. Over the years, he's dressed many of the world's great players including Ronaldo, Luis Figo, Thierry Henry, Christian Vieri, Fabio Cannavaro, Andriy Shevchenko and Kaka.

Armani was the first fashion designer to select a soccer player as a face for his wares when England goalkeeper David James appeared in his spring-summer '96 Armani Jeans campaign.  Since then Andriy Shevchenko and Kaka' have also walked the catwalk for the designer.

Emporio Armani underwear for men and women first saw the light of day in 1982.

This collection comprises a basic replenishment line and a seasonal fashion line.

The spring/summer 2008 fashion line comes in lime, watermelon and turquoise stretch cottons with an innovative use of the symbolic EA eagle logo alongside special fabrics based on bamboo and micro piquet. The basic replenishment line features  cotton, cotton spandex and modal fabrics, all with a soft finish making them ideal for everyday wear. Expect to pay around Bt1,500 for the pleasure of a pair of Armani pants.

The Nation