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MILAN – Mert Alas and Marcus Piggott shot two of the most-anticipated ads this season Victoria Beckham modeling Emporio Armani underwear and Katie Holmes striking a pose for Miu Miu.


This story first appeared in the January 15, 2009 issue of WWD. Subscribe Today.

Both campaigns will break in February titles. The Emporio shots will also appear on billboards from New York to Tokyo, via Rome, London and Paris.


The ex-Spice Girl displays her trim body in sultry black and white images with a retro lighting but modern feel.


Lounging on a carpeted floor or sitting on a modern bed, Beckham dons bra and panties ensembles, one scalloped and polka dotted, the other a more basic version with a wide-strapped demi bra.


“Great underwear is alluring and provocative, so I wanted to work with someone who would make a real impression,” said Giorgio Armani.


Miuccia Prada, instead, chose drama and crystalline images to channel her ever-evolving aesthetic for Miu Miu, lately represented by A-list celebrities such as Kirsten Dunst, Lindsay Lohan, Chloe Sevigny and Drew Barrymore, who preceded Holmes.


Enveloped by saturated and sun-drenched hues reminiscent of Grecian sunsets, Alas and Piggott snapped Holmes against a Fellini-esque set built with graphic partitions that overlook orange-tinted water and sky.

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