Rihanna will be the new face of Emporio Armani Underwear and Armani Jeans, the Italian fashion label announced on Monday, July 11.
Rihanna, 23, will feature in the Fall/Winter 2011-2012 ad campaign due for release in September.
The campaign was shot in NYC.
Other celebrities who've previously endorsed the brand include Megan fox, Cristiano Ronaldo, who fronted the 2010 campaign, and David and Victoria Beckham who modeled for the label in 2009.
Rihanna has an impressive list of past and current endorsements. Her first endorsement deal was in 2005 with Secret Body Spray who sponsored her first tour, Rihanna's Secret Body Spray Tour.
In 2006 she made deals with Nike sportswear, J. C. Penney and Clinique's Happy fragrance.
In 2007, Rihanna signed on with CoverGirl as their celebrity spokesperson, a job that included appearing in TV commercials.
In 2008 the pop star appeared in provocative Gucci handbag ads.
In 2010 Rihanna replaced singer Pink in the TV ads for Australian telecommunication company Optus.
Earlier this year she became the spokesmodel of Nivea and face of Barbados Tourism Authority's tourism commercials.
If Megan Fox's underwear ads from last year represent the bar that needs to be raisd, Rihanna fans are in for a torment.