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Becks in his kecks: David Beckham stops traffic on Oxford Street
Updated 16:39pm on 11 Jun 2009
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".
More pictures: David Beckham at Selfridges
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.
Reader views (8)
No Kate, London, England.....methinks NOT! I've had the misfortune of meeting the man and his coat hanger wife so I feel I know a lot more about what I'm talking about than you...keep reading "Hello" and "Heat" love...
- Ali Sichilongo, London, 12/06/2009 17:23
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He is a true hotty!
- Nadine, London, 12/06/2009 15:22
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Skinny as a rake?? David Beckham has the perfect male physique. Methinks someone has a case of the green-eyed monster.
- Kate, London, England, 12/06/2009 12:41
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As if Dimbo Beckham truly thinks he can convince the public that he has abs as dedfined as that?!!!...PURLEEEEZE.....he's skinny as a rake for starters.
- Ali Sichilongo, London, 12/06/2009 11:21
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Desperate times require desperate measures.
- Christie, SF.USA, 11/06/2009 23:42
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He said he did not go on special diets for the pictures to be taken but "obviously I work out before these shoots".
..and the photoshop man works overtime afterwards.
Most people who take their kit off in public do it because they need the money: why does Mr B do it, I wonder?
- Mdj E10, london uk, 11/06/2009 21:27
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Very photogenic and always a crowd pleaser. Posh must hate the fact that her hubby always looks better than her and gets the most attention!
- Pro Photographer, London, England, 11/06/2009 16:57
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Whata fuss to make over such a mediocre player, and with such a fake-lookin g air-brusher body too
- Keith Price, Luton, England, 11/06/2009 16:20
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