Good girl gone bad Rihanna stars in a new Emporio Armani Underwear campaign, and the black and white photos are definitely provocative!

Which is the point of said ads, of course. We're guessing.

Starting off in a t-shirt and jeans, RiRi changes into a jean jacket with no bra and shorts, then a camisole, and finally just a bra and panties.

You get the idea. Click to enlarge the Rihanna pics below:

No word if she was smoking Kush prior to, during or after this shoot, but we have to say, Armani has a keeper in the 23-year-old singer.