David Beckham caused a stir amongst his gay fans when his newest Emporio Armani advert was unveiled at London's Selfridges department store yesterday.

The 6ft high advert featured the 34-year-old footballing ace looking sultry and sexy as he posed in tight black boxer shorts with a thick rope between his legs. David also debuts a new hairstyle in the shot, with slicked back dark hair.

"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," Giorgio Armani said. "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."

But while hoards of women surrounded Selfridges yesterday, there were also crowds of gay men keen to see their idol enlarged in all his glory. And many people said the photoshoot, shot by Mert Alas and Marcus Piggott, was reminiscent of the work of Tom of Finland - a fetish artists renowned for his homoerotic pieces. Tom of Finland, real name Touko Laaksonen, produced over 3,500 illustrations featuring exaggerated torsos, buttocks and penises - some of which are considered "improbably large" by fans.

However, despite rumours David's manhood had been digitally enhanced when his first campaign for Armani underwear was revealed, he has always denied such reports.

In fact, his wife Victoria insisted the advert was completely "in proportion". "I'm proud I still have a really good sex life with David," Victoria said. "He is very much in proportion. He does have a huge one, though. He does. You can see it in the advert. It is all his. It is like a tractor exhaust pipe!"

But David admits he finds it tough looking at the adverts, laughing: "I don't mind having the pictures taken but it is a bit embarrassing when they are unveiled."

David signed a three-year, £20 million deal to become the global ambassador of the company last year, so it remains to be seen what lengths he will go to for the next campaign.