Giorgio Armani announced on Thursday that bootylicious singer Beyonce Knowles is the new spokesmodel for fragrance, called Emporio Armani Diamonds. The fragrance will be released in the Fall of 2007.
Armani, who has known Beyoncé for seven years and attended her concert in Milan last night, told WWD, “There is no one today who transcends music, film and fashion in the way that Beyoncé does. There really was only one choice.”
“Beyoncé is pure sensuality,” continued Armani. “She has that ability to mix it up: young and sexy or elegant and sophisticated, but always with incredible charisma and magnetism.”
“Armani feels Beyonce represents the glamour and glitz of the fragrance,” New York Post quoted a source.
The “Dreamgirls” star will lend her looks and vocal talents to a TV advertising campaign, after being handpicked by none other than the revered Italian designer.
The TV campaign will presumably feature the latest Sports Illustrated’s Swimsuit 2007 cover girl churning out a song inspired by “Diamonds Are a Girl’s Best Friend.”
“Crazy In Love” 25-year-old singer Beyonce, who is dating rapper Jay-Z, already has her own fragrance range, True Star, launched over two years ago with designer Tommy Hilfiger. The curvy star has also been featured in advertising campaigns for L’Oreal, Pepsi and McDonalds.
Emporio Armani Diamonds is set to hit shelves in September.
Read also: Beyonce Adorns SI’s Swimsuit 2007 Cover
