Armani is bringing out the big guns with the launch of the new Armani Jeans campaign as the group has recruted non other than global superstar Rihanna to be the label’s new face. Rihanna is known for her incredible sex appeal and confidence, so she was a perfect match for the new concept behind the label.

Sexy with an edge seems to be the vision Armani Jeans had for this campaign and Rihanna raised the bars even higher for the label, her attitude being very hard to top. Armani has turned towards some of the hottest celebrities today for their campaigns, celebrities including former Transformers hottie Megan Fox as well as super studs football players Cristiano Ronaldo, David Beckham and his designer wife, Victoria.

Rihanna Armani Jeans Campaign Rihanna Armani Jean

The sensational curvy singer opted for a total look transformation, going for a short blonde crop ( a wig) to match her fierce and ultra seductive look. Wearing tight fitting jeans and sexy lingerie while posing next and inside a vintage deluxe car, Rihanna looks spectacular. Armani Group stated that the campaign had a clear concept: “The concept was based on a classic film noir, giving it a contemporary twist – sexy, yet sophisticated.”

The new campaign for Armani Jeans featuring Rihanna for the new fall/winter 2011 season was realized in New York with the help of renowned photographer Steven Klein. Named Sexiest Woman Alive, Rihanna is also the face for the Italian label underwear division, Emporio Armani Underwear. The promo photos will hit the fashion magazines all over the world starting this month, so make sure you check Rihanna’s hot pictures as soon as they hit the stands.

Rihanna New Armani Jeans Campaign

Rihanna New Emporio Armani Underwear Campaign

Rihanna New Emporio Armani Underwear Campaign

Rihanna New Emporio Armani Underwear Campaign

Photo credit: Armani Facebook