Becks in his kecks: David Beckham stops traffic on Oxford Street
A giant poster of David Beckham in his underpants was unveiled in central London today.
No shrinking violet: David Beckham unveils a billboard of himself in underwear at Selfridges today
Crowds packed both sides of Oxford Street to catch a glimpse of the star unveiling the 25-metre billboard, which launched his autumn campaign for Emporio Armani underwear.
The black-and-white image covers three-quarters of the store front of Selfridges and shows Beckham clutching a rope as he models snug-fitting pants.
Support: the Beckhams at the launch
The first 270 customers to purchase three pairs of the pants were given the opportunity to meet the star.
Beckham, 34, was asked if he enjoyed the experience and said he did not mind the photos being taken: "But when they're unveiled it's a little embarrassing."
He said he did not go on special diets for the pictures to be taken but "obviously I work out before these shoots".
The footballer had brought his wife Victoria Beckham and his mother and mother-in-law with him. "I'm very proud to be here today."
The football star was introduced on stage by sports presenter Gabby Logan, who congratulated him on England's "brilliant" 6-0 victory over Andorra yesterday.
Beckham said: "It was a big, big win for us last night. It was a great game for us to play in."
He thanked fans who made the effort to turn up to Wembley in the midst of the Tube strike.
"A lot of hard work's been done. The team's in great spirits. "There's a lot of togetherness and it shows on the field."
Beckham's wife, Victoria, has also recently fronted an underwear campaign for Armani and was at the launch.
