6/16/08

David Beckham to unveil new Armani underwear campaign at Macy´s San Francisco

Press release

Milan, June XX, 2008– Giorgio Armani is pleased to announce that his friend and testimonial David Beckham will unveil a giant mural featuring an image from the new Emporio Armani Underwear advertising campaign for Autumn/Winter 2008-09 on June 18th, 2008, 5pm PST at Macy’s in San Francisco.

The mural overlooks an outdoor amphitheatre adjacent to Macy’s with seating for 6,000 spectators, where David Beckham will also personally meet two hundred Emporio Armani Underwear customers .

New worldwide advertising campaign featuring five new images of David Beckham






The new advertising campaign was shot on Malibu beach in California, once again by renowned fashion photographers Mert Alas and Marcus Piggott, and will appear in sport, fashion and lifestyle magazines and on signature billboards in major cities such as New York, Los Angeles, London, Milan, Rome, Paris and Tokyo.

The first advertising campaign featuring David Beckham, which was shot on location in Los Angeles by Mert Alas and Marcus Piggott, debuted with a special gatefold in the February edition of Vanity Fair USA. On this occasion the new campaign will again have its print magazine debut in the August edition of Vanity Fair USA.

The close union between Giorgio Armani and the world of sport, and particularly soccer, is well-documented. Over the years the designer has dressed many of the world’s great players including Ronaldo, Luis Figo, Thierry Henry, Christian Vieri, Fabio Cannavaro, Andriy Shevchenko and Kaka’. Giorgio Armani was the first fashion designer to select a soccer player as a testimonial when David James famously appeared in his Spring Summer 1996 Armani Jeans campaign. Since then Andriy Shevchenko and Kaka’ have also been testimonials for the designer.

The Emporio Armani Underwear collection for men and women was first launched in Europe in 1982.

The collection comprises a basic replenishment line and a seasonal fashion line. The Autumn/Winter 2008/09 fashion line for men features a diverse and rich choice of materials, including stretch cottons and branded elastic, where the classic colours white, black, blue and grey are teamed with vibrant hues of geranium red and violet and embellished with fashion details such as lurex stitching, tape inserts and contrast ribbons with metallic elastic threads. The all over printed logo adorns the stretch jersey items, while a large printed eagle stars on those in stretch cotton rib. More sophisticated fabrics are also available: pima cotton, thread dyed cotton, micro fibres, mesh, striped stretch polyamide, micro piquet and modal. The colour palette includes a wide range of natural marls, new this season, with eye catching touches of silver in the seams or in the elastic and fluorescent details in micro fibre. The loungewear section includes a range of soft and comfortable clothes in modal and bamboo. Prices range from 18.50 € and upwards.

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