Say what you will about Posh, she's got an amazing talent for making money off a manufactured persona and in ways that always get people talking:
"Mrs Beckham is promoting lingerie from the spring/summer collection for the Italian label which has already seen her husband David stripping down to his underpants with eye-catching results on billboards.
The former Posh Spice's images, shot by celebrated fashion photographers Mert Alas and Marcus Piggott, will similarly be on show in New York, LA, London, Milan, Rome, Paris and Tokyo.
Of the campaign, for which Mrs Beckham, 34, is being paid a reported £12million over three years, Giorgio Armani said: 'I chose Victoria because she is a stylish and intriguing woman.'
"In the past, Mrs Beckham has complained how she 'looks really awful naked', adding: 'I've got so much saggy skin on my stomach.'
She also has a C-section scar from the birth of third son Cruz in 2005.
In these pictures, however, the tummy's taut and flawless.
The carefully staged poses and shadows may have helped.
But airbrushing expert Chris Bickmore believes the artifice goes a little further.
'Her skin has been totally cleaned up and polished,' he said.
'Her breasts have definitely been enhanced. I would also say her legs have been shaped and retouched.'"Despite all that (or more accurately, because of all that) the pictures look pretty damn fab. Plus, they give us the excuse to post her hubby's bulge-y pics from his Armani campaign:
We gotta say, it must be awfully weird to be their kids.