David Beckham's admirers have been in raptures over his smouldering new ad campaign for Armani. Wearing little more than a pair of briefs and an unbuttoned shirt to cover his modesty, the sexy sportsman certainly makes the most of his hunky bod.
For some commentators the publicity shots, which are part of a three-year, ₤20-million contract, are a little too raunchy for a self-styled family man. But Giorgio Armani - whom David met when he designed the England team uniform a couple of years ago - has no doubts over the advert. The Galaxy captain, he says, represents, "a notion of modern masculinity: as a sports hero, husband and father".
Shoppers all over the world will have a chance to make up their own minds. Victoria's husband will be seen across billboards in major cities around the world, including London, New York, Paris and Tokyo.