
In the outrageous photos, 34 year old Becks poses in just black pants, with greased hair with a side parting, clutching a huge length of rope.
Crowds flocked to Selfridges in London today to see the unveiling of a mammoth sized poster of the England star. The crowd roared with delight and wolf-whistled, and one girl was actually sick with excitement.
Beckham seemed bemused by screaming fans. He said: "I don't mind having the photograph taken but it's a little bit embarrassing when it's unveiled."
His wife, Victoria Beckham, was inside the store, personal shopping.
Giorgio Armani said, "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."
The image was shot by Mert Alas and Marcus Piggott renowned fashion photographers who are also responsible for the images of Victoria Beckham for Armani.
The company has seen a 150% rise in the sale of their pants - as seen on Beckham - since the three-year deal, rumoured to be worth £10m launched in 2007.

Victoria's severe crop of recent months is gone in favour of a fake ponytail as she drapes herself over David's oiled chest in the steamy new pants ad shots.

As well as the return of the rope that featured in the solo pictures of David released last month, it looks like Victoria's former 34DD bust is back too.
Posh reportedly had a breast reduction operation back down to 34B in May - soon after these images were taken. And there's no denying the chemistry between the two is still HOT as they approach their tenth wedding anniversary.
But be careful where you study the new snaps. A bloke in Dubai has just been locked up for a MONTH for wearing the sexy 'Protect The Skin You're In' T-shirt.
Raffi Nernekian was jailed for offending public decency and will be deported after serving his sentence despite having lived in Dubai for five years.
Goodness knows what would have happened if they'd seen him wearing those pants!
Think he preparing quit MLS liao after kena scolding by team-mate and move to modelling. ![]()