Armani has revealed the new Emporio Armani Women’s Underwear ads in which Victoria Beckham follows in her husband’s footsteps as the brand’s underwear model.
The campaign was shot by photography duo Mert Alas and Marcus Piggott and will soon appear in magazines and on major billboards in London, Los Angeles, New York, Milan, Rome, Paris and Tokyo.
Victoria expressed her delight about the campaign, "It’s an honour to have been selected by Mr Armani to represent the Emporio Armani Underwear brand and to execute his vision with the incredibly talented team of Mert & Marcus."
Armani himself explained his choice of the Spice Girl and fashion icon, "I chose Victoria Beckham to launch our new global Emporio Armani Women’s Underwear campaign because she is a stylish and intriguing woman. Great underwear is alluring and provocative, and so I wanted to work with someone who would make a real impression. I’m sure Victoria’s presence will generate great excitement."
Will we see parodies of her ads like we saw of David’s? I hope so!
Note: only the first four images are from the new campaign. The rest are from previous Victoria & David shoots.
Spouse Underwear Campaigns
Victoria Beckham Follows David in Emporio Armani Underwear Ads
Trend Themes
1. Celebrity Endorsements - The use of celebrities in advertising campaigns presents an opportunity for brands to generate excitement and make a real impression.
2. Gender-inclusive Advertising - Brands that feature both male and female models in their underwear campaigns can tap into a growing trend towards inclusivity and diverse representation.
3. Global Marketing - Launching global advertising campaigns across multiple major cities can create buzz and reach a wide audience for brands looking to expand their market presence.
Industry Implications
1. Fashion - Fashion brands can leverage celebrity endorsements to increase brand visibility and attract consumer attention.
2. Marketing and Advertising - The use of gender-inclusive advertising campaigns provides new opportunities for marketing and advertising professionals to create unique and inclusive brand messaging.
3. Outdoor Advertising - With billboards in major cities around the world, the outdoor advertising industry is poised to benefit from global marketing campaigns by reaching a wide audience.