MILAN — Sporting a platinum blond bob — and very little else — a sultry Rihanna gazes at the camera in the new Emporio Armani Underwear ad campaign for fall.

Lounging sexily against a retro, black Lincoln Continental, the Grammy Award winner was photographed by Steven Klein in New York.

This story first appeared in the September 12, 2011 issue of WWD.  Subscribe Today.

The photos, which have a film noir mood, will be unveiled today worldwide. Rihanna, who also fronts the Armani Jeans campaign, succeeds Megan Fox. And she has star company on the men’s side, at least in jeans: Rafael Nadal is the face of the latest Armani Jeans campaign for men.

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