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Lady in Leather: See Rihanna Strip Down in Armani Ads

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Rihanna is playing the role of good girl gone bad as the new face of the Emporio Armani underwear and Armani Jeans autumn/winter 2011/2012 advertising campaigns — and she’s amping up the sex appeal with a new video for the brands.

In the clip above, the sultry singer flies solo in the backseat of a car, changing into jeans and a leather jacket while a bodyguard keeps watch. (Trust us, she leaves little to the imagination!) She emerges in her new ensemble, greeting a mysterious man in the elevator and smiling coyly as the doors shut.

The exclusive video was created to mark the arrival of the company’s new online flagship store,, where customers can now peruse and purchase items from five different categories of the Armani brand.

As the new face of the campaign, Rihanna is following in the footsteps of Megan Fox and Rafael Nadal, who worked their sex appeal in ads earlier this year.

–Kim Peiffer