It turns out Armani have gone down a visually similar route to Agent Provocateur, albeit starting from a different concept (classic film noir with a contemporary twist). AP's campaign includes Paz de la Huerta writhing about showing photographers her underthings in the back of a taxi, exiting the taxi and entering the taxi while Armani's images see RiRi sprawling on the back seat in just her bra, knickers and high heels.
We're starting to wonder if we're the only people who don't immediately disrobe as soon as they've hailed a cab. Perhaps we'll give it a go during London Fashion Week - taxi drivers: you have been warned!
For all the campaign images just check out the gallery below: