Giorgio Armani has tapped Megan Fox to feature in the new Emporio Armani Underwear and Armani Jeans campaigns.
Fox, the 23-year-old star of the “Transformers” franchise, is considered to be the Hollywood sex symbol du jour and a favorite, barely clad cover girl of men’s magazines in both the U.S. and Europe.
This story first appeared in the October 14, 2009 issue of WWD. Subscribe Today.
Armani has been making a global underwear push for Emporio Armani for the past year. Fox succeeds Victoria Beckham, who dressed down to her Armani underwear last year for a steamy campaign featuring her and, in some images, her and her husband, David Beckham.
The new Armani images featuring Fox will start running worldwide in January. Last week, Armani signed soccer star Cristiano Ronaldo to be in the men’s Emporio Armani Underwear and Armani Jeans campaigns. Unlike the Beckhams, Ronaldo and Fox will not appear in any of the images together.
Fox was shot by Mert Alas and Marcus Piggott in Los Angeles over the weekend. While details of the shoot and the images could not be learned, the actress will appear in print ads as well as on billboards. It has not been decided whether Fox will participate at in-store events tied in with the campaign launch.
In addition to reprising her role as Mikaela Banes in the third installment of the blockbuster movie series slated to start production next year, Fox stars in “Jennifer’s Body,” and will be featured in “Jonah Hex” opposite Josh Brolin and John Malkovich, and in the period drama “Passion Play” with Mickey Rourke, both set for 2010 releases.