In a career turn-around, the world-renowned sporting icon has become the newest face of highstreet chain H&M after designing an assortment of classic men’s underwear, claiming he wants to be as big as Calvin Klein.
Alongside wife Victoria who has her own hugely successful fashion label, ‘Victoria Beckham’, Beckham has taken to the world of fashion design and marketing by creating his own brand.
The new collection called ‘David Beckham: Bodywear’ introduces nine underwear styles for men and who better to model them than the stylish and sexy footballer himself.
In a 30 second video advert shot in black and white, 36-year-old Beckham is strips down to his £7.99 boxers and grins cheekily at the camera: it seems he has a lot to be pleased about.
Beckham said: “We spent time working on the feel, fit and style to ensure the product is not only something I would wear but one which I would be proud to put my name to.
“I always want to challenge myself and this was such a rewarding experience for me. I’m very happy with the end result and I hope H&M’s male customers will be as excited as I am.”
Beckham and his design team worked with pieces from David’s own wardrobe, incorporating his own unique style to create and build a fresh bodywear brand.
Beckham’s long-term business partner, Simon Fuller, said: “This partnership with H&M is an important step in the evolution of David’s journey from sporting hero to entrepreneur and icon.”
Beckham is far from being the first celebrity fashionista to work with H&M, a retail company who has collaborated with the likes of Versace and Jimmy Choo. Nonetheless the excitement is palpable.
Beckham officially launched the range in Regent Street yesterday causing mass hysteria and drawing massive crowds.
H&M’s Head of Design, Ann-Sofie Johansson said: “The David Beckham Bodywear Collection for H&M is full of pieces that men will love. It’s an amazing debut collection, with so much attention paid to the function and quality of the garments.”
The focus of the collection of bodywear is on fit, function, comfort and design with the classic pieces ranging from briefs, boxers, vests, T-shirts, pyjamas and long johns.
Branding on the clothing is minimal with comfort considered as being of the highest value. Instead Beckham uses his super hot body to get press attention – all that is needed by someone considered to be one of the most marketable men in the world.
The completely cotton collection boasts its use of the most comfortable possible elastic for a brief, combining a label which does not scratch, alongside seams which do not rub. It even brags it has the perfect sleeve length for a fitted T-shirt.
The collection was launched at 1,800 H&M stores in 40 countries worldwide on 2nd February and marks the beginning of what Beckham and H&M hope to be a long-term partnership, with new bodywear products being launched seasonally.