David Beckham has stripped down to his underwear once again this time for fashion label Giorgio Armani.

The steamy image was rolled out to screams in front of Macy's department store in San Francisco's Union Square yesterday.

While it delighted the hundreds present, there were some rumours that the campaign may have benefited from a touch of "airbrushing".

The footballer was happy to sit under the raunchy photograph to chat with fans after agreeing to become the face of Armani underwear for a second time in his career.

The campaign will appear on billboards across the world including New York, Los Angeles, London, Milan, Rome, Paris and Tokyo.

So... Watch out for a life size naked Beckham somewhere near you...