Published Fri, Oct 16, 2009 02:00 AM
Modified Thu, Oct 15, 2009 11:38 PM

'Transformers' star Megan Fox to model for Armani

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The Associated Press

Confirming that endorsement deals still have cachet in a recession, "Transformers" star Megan Fox is pulling down a hefty payday to model Armani underwear and jeans.

The 23-year-old will be the new face of Emporio Armani Underwear and Armani Jeans in 2010, the Milan-based fashion house announced Wednesday.

The actress' publicity team, managers and agents approached Armani several times over the years to build the relationship. She wore Armani outfits at red carpet events and met designer Giorgio Armani at an Armani Prive fashion show in Paris this year.

With Victoria Beckham's contract expiring and "Transformers: Revenge of the Fallen" ballooning past $800 million in worldwide box office, a deal finally clicked.

Overall advertising spending is down, but brands continue to pay for endorsement deals with celebrities, said Carol Goll, head of global branded entertainment for International Creative Management, one of Hollywood's largest talent agencies.

"There's a lot of interest in celebrity spokespeople," Goll said. "We haven't seen a decline in that."

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