David Beckham Armani's New Underwear Model

Italian fashion guru Giorgio Armani is launching his new underwear collection in the US and has signed British hottie and soccer star David Beckham to be the global face of Emporio Armani underwear.

According to Women's Wear Daily, Beckham was shooting the ad campaign in Los Angeles late last week with Mert Alas and Marcus Piggott. The ads will break in fashion magazines worldwide beginning with the January issues.

The underwear will have a soft launch at Emporio Armani stores in the U.S. next month and, in January, on the Web sites of Macy's and Bloomingdale's, as well as the Emporio Armani Web site. From February, it will be carried in 161 Macy's and Bloomingdale's doors in the U.S., as well as their Web sites and the Emporio Armani Web site.

The ad campaign isn't the first time Armani and Beckham have worked together. While the soccer legend has worn Armani personally for years, he met and became friendly with the designer after Armani did the English team's wardrobe in 2002.