Armani Exchange unveiled its latest breathtaking campaign to feature David Beckham at London’s Selfridges Thursday.

Received with a now standard mob of abdominal fans, the crowd took in the gigantic image of Beckham in grey briefs, entwined in thick rope.

We think his wife Victoria — who gets this visual every morning — ought to change her stage name to Lucky Spice.

The tighties will hit shelves this fall.