David Beckham for Armani Underwear SS08

Emporio Armani have been selling underwear in Europe for years and are just about to go stateside, having picked David Beckham to be the face of their new US SS08 campaign.

Beckham, who recently launched his second his-and-hers perfume with wife Victoria, has reported had a loss of earnings last year, falling 28% to £11.1 million due to a loss of endorsement deals. But it looks as though that might be on the up after his modelling shoot with photographers Mert Alas and Marcus Piggott in LA last week.

The ad campaign will be up and running in January, and the US underwear range will be available through top retailers Macy's and Bloomingdales.