David Beckham appeared at Selfridges in London on Thursday to unveil a giant poster of himself for the new Georgio Armani men's underwear line for Autumn/Winter 2009 to a crowd of screaming fans. When asked what it was like to model underwear, he admitted: "I don't mind having the photograph taken but it's a little bit embarrassing when it's unveiled," adding, ""I'm very proud to be here. I'm from London. My mum's here, my wife's here and my mother-in-law. Thank you to everyone for turning up." Armani said of Beckham, “David has a great sense of style and is an inspiring role model – this is what makes him the perfect partner for Emporio Armani underwear. I am very excited that David Beckham’s new campaign image was unveiled exclusively in his home country and where better than at such an iconic retail destination as Selfridges.” Aramani has enjoyed a 150% rise in the sales of their men's underwear since Beckham began modeling for them.