The film noir lighting, seductive pose and tasteful fashion – Victoria Beckham's first outing for the Emporio Armani women's underwear range was every bit as classy as any of the leading fashionista's ventures to date.
Posh showed off the results of her new fitness regime in lace-edged polka dot lingerie and, of course, killer heels. The former Spice Girl has apparently been running nine miles a day to hone her body for the sultry campaign for the youth-oriented Armani offshoot.
The retro-style images, shot by celebrated fashion photographers Mert Alas and Marcus Piggott, will appear on billboards in London, LA, New York, Milan, Rome, Paris and Tokyo, as well as glossy magazines.
Giorgio Armani, who persuaded the mum of three to pose for a reported £12 million over three years, says: "I chose Victoria because she is a stylish and intriguing woman".
As the shots were being unveiled around the world, a simultaneous campaign was launched featuring her LA neighbour and pal Katie Holmes, who appears for Miu Miu, Prada's more affordable clothing label.
The striking, androgynous-glam look she began cultivating while appearing on the New York stage is very much in evidence in the ads.
In one example Mrs Cruise stares moodily at the camera wearing a futuristic metallic day dress, her eyes enhanced by smoky makeup.
The campaign shots, also by Alas and Piggott, are intended to portray "a luminous icon radiating a sense of mystery and theatricality".