David Beckham kicks off Police sunglass campaign

Beckham, who is the new face of the brand in a two-year deal 'worth well into six figures', will appear in a nationwide advertising campaign from March. Beckham was interviewed by sports presenter Ray Stubbs at the event, which was featured heavily on TV and in the national press. Speaking at the launch he said: 'If it looks good, I'll wear it. When Police came to me about wearing the sunglasses, I hadn't seen glasses like these before. Italians have style and the sunglasses have style.' Silvia Nanni, managing director of De Rigo UK, said: 'We invested a lot, but we know it will be worth it. The match is perfect and David looks incredible in the campaign. It is guaranteed to turn heads and push customers into the stores.' De Rigo's chief designer, Bruno Palmegiani, was the creative force behind the campaign, along with award-winning international fashion photographer Carlo Miari-Fulcis. Advertising will focus on an outdoor campaign including bus sides and 48-sheet posters. In London, it will be backed up by escalator panels. The campaign will run in April, May and June in all major cities nationwide.