The Brits really do love them some David Beckham. The footballer’s ad campaign for Armani underwear hasn’t even launched in the land of fish and chips, but lads in the U.K. are already clamoring for a piece of his Giorgio pie. Some three months before Mr. Beckham’s face will grace ads for the Italian fashion label, sales of white Armani briefs ($30) have jumped 50 percent at Selfridges stores. (The sales spike came just after the British press leaked the news of the Beckham-Armani deal.) “David Beckham is a global style icon, appealing equally to men and women. Where he goes, fashion is bound to follow," said David Walker-Smith, menswear director at Selfridges. [WWD]
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