In 2009, Victoria Beckham took an important step in her evolving fashion narrative when she became the face of Emporio Armani’s Spring/Summer 2009 underwear campaign. Already celebrated for her personal style and burgeoning design career, Beckham was chosen by Giorgio Armani to bring a refined and modern sensibility to the Italian fashion house’s intimate apparel. Armani praised her as “a style icon, a dynamic lady whose influence and recognition will add great excitement to the international growth of Emporio Armani’s women’s underwear business.”
Creative Vision and the Photography Duo
The campaign was shot by the acclaimed fashion photography duo Mert Alas and Marcus Piggott, widely known in the industry simply as Mert & Marcus. The pair had already established themselves as leading visual storytellers for major fashion houses and editorials, thanks to their work blending glamour with a highly stylized, almost cinematic aesthetic. Mert, born in Turkey, and Marcus, born in Wales, formed the partnership in England in the 1990s, and their collaborative approach would come to redefine luxury fashion imagery for a new era.
For the Emporio Armani campaign, Mert & Marcus employed their signature high‑contrast black‑and‑white photography, which underscored both the simplicity of the garments and Beckham’s sculptural presence. The images balanced minimalism with intense visual impact — the lighting, shadows, and composition harking back to classic film noir while still feeling contemporary and fresh. This creative direction helped elevate an underwear campaign into something more akin to fine art photography, aligning perfectly with Emporio Armani’s sleek brand DNA.
Styling: Minimalism Meets Cinematic Glamour
Stylistically, the campaign was deceptively simple but deeply considered. Beckham was photographed in minimal underwear pieces — delicate lace, subtle polka‑dot detailing, and classic cuts — that spoke to both sensuality and sophistication. The styling was intentionally pared‑back, enabling the focus to remain on the contrast between fabric, form, and the model herself.
Rather than elaborate accessories or vibrant palettes, the campaign relied on the timeless power of monochrome, structure, and the physical poise of Beckham as its central assets. Hair and makeup reflected this same ethos: subtle yet impactful, with smoky eye makeup and sleek hair that added a sultry edge without overpowering the simplicity of the underwear. Beckham herself noted that she wanted a “stronger, more dramatic look” than many typical lingerie ads — a direction she contributed to personally.
Legacy of the Campaign
The Emporio Armani campaign was not just another celebrity endorsement — it marked a melding of Beckham’s personal brand with one of fashion’s most revered houses. Its sophisticated visual language, shaped by an elite creative team and iconic styling choices, helped redefine what an underwear campaign could signify: an intersection of art, allure, and fashion prestige.