Foxy replacement: Rihanna signed as new face of Emporio Armani

She was asked to tone down her raunchy lyrics and revealing attire at this year's Brit Awards and her video for S&M was banned in 11 countries.

But it looks as though Rihanna's theatrical dance routines have caught the attention of the fashion world.

Italian label Emporio Armani has chosen the 23-year-old songstress to front their new lingerie campaign.

She's got it! It's not hard to see why Rihanna is the new face of Emporio Armani

She will appear in the autumn-winter 2012 underwear ad, replacing actress Megan Fox.

Tennis player Rafa Nadal has also been signed but it is not yet known if the pair will be starring in the same campaign.

Rihanna is already a darling of the beauty industry and has been the face of Cover Girl cosmetics since 2007.

Endorsement queen: The singer also fronts the Vita Coco coconut water campaign on a giant billboard in New York

She recently signed a deal with Nivea.

Rihanna also fronts the Vita Coco brand, coconut water popular with celebrities.

Last week she Tweeted: 'U would NEVER guess what I’m doing right now!!! 

'Hint Hint #Armani.'

Predecessor: Megan Fox is the former model for the Italian label