The Beckham unveiled an image of David Beckham’s chiselled chest — spanning six-stories high — as the soccer star’s latest ad for Emporio Armani underwear was unveiled to the public in a ceremony at Selfridges Department Store in London on Thursday.

The street was cordoned off by police as thousands of fans crowded the store’s entrance to get a look at David’s naughty bits.

Last year, signed a multi-million dollar deal to become the new global ambassador for Italian fashion house Giorgio Armani.

“David has a great sense of style and is an inspiring role model –- this is what makes him the perfect partner for Emporio Armani underwear,” says Giorgio Armani. “I am very excited that David Beckham’s new campaign image was unveiled exclusively in his home country — and where better than at such an iconic retail destination as Selfridges.”