Beckham mania! The new Emporio Armani Underwear campaign. Photos courtesy of Armani

Selfridge's Oxford Street in London was a madhouse today when David Beckham made an in-store appearance to celebrate the launch of his Emporio Armani Underwear Fall/Winter 2009/2010 campaign.

Dressed in a chic navy Armani suit, Beckham signed autographs and held a special meet and greet with 300 lucky fans. Outside, thousands mobbed to get a glimpse of the stylish (and super hot) soccer star, in spite of the tube (subway) strike.

As for the campaign, there was a gigantic blowup of the new shot, similar to wife Victoria's campaign unveiling at Macy's Herald Square in NYC on May 6.

The look is a bit neo-Tarzan. Beckham is captured bare-chested with tattoos prominently displayed, while entwined in a a hefty, sailor-worthy rope. Oh, and of course, he's wearing snug Emporio Armani briefs. We got distracted. Can you blame us?