Rihanna has been chosen as the new face for Emporio Armani's underwear and jeans collection.

The popstar's advertising campaign, which was shot in New York, will debut from September on billboards across the world, reports the Toronto Sun.

Rihanna replaces Hollywood actress Megan Fox as the face of Emporio Armani Underwear and Armani Jeans for autumn/winter 2011-12. Fox, who previously appeared in the campaign, will continue in the Giorgio Armani beauty ads.

The singer previously appeared in a campaign for Gucci in 2008 and has been a celebrity spokesperson for CoverGirl cosmetics since 2007.

David and Victoria Beckham, footballer Cristiano Ronaldo and tennis player Rafael Nadal have also all previously modelled for the brand.