Since a photo of the footballer David Beckham in a pair of skimpy Armani briefs was released to the press on Tuesday, its effects have already been felt on the market. Selfridges has reported that sales of simple white briefs increased by 50 per cent - and sales for the entire Emporio Armani underwear range shot up by 30 per cent, too.

The David Beckham for Armani campaign will be officially launched in the U.K. in March 2008.