David Beckham’s Bodywear H&M Launch
Photo: Tim Whitby/Getty Images
David Beckham, British soccer hero, flew back to home turf from L.A. to launch his new line of men’s underwear at H&M last night. Emerging from being mobbed by men, women, and children at the Regent Street store, he was whisked to the Connaught Hotel to, as it were, debrief in front of the press. He’s not unambitious about it. “I’d like this to be as big as Calvin Klein in underwear,” he said. “I wanted to keep it really simple. I’m 36 now, and I’ve seen my fair share of underwear.” Amazingly, the quality is great and branding minimal. “Men don’t like things splattered with patterns.” His favorite item amongst the line of cotton underthings? A pair of gray long johns. “I noticed girls were buying them in the store just now,” he grinned.
Fittings for this latest of brand Beckham enterprises took place at home in L.A., naturally, with the help of his wife, Victoria. They shared sketches. “When you’re married, you trust each other’s opinions,” he said, touchingly. “I’m so proud of her—to go from being a Spice Girl to being taken seriously in the fashion industry.” It turns out, though, that this is no ordinary H&M collaboration. Beckham was already working on the collection under the aegis of XIX Entertainment, the company founded by Simon Fuller which has discreetly steered Roland Mouret’s and Victoria Beckham’s fashion careers to success. When they heard about it, the Swedish High Street retailer stepped in with an offer, and bingo: Now David Beckham Bodywear is to be carried in 1,800 H&M stores for a period of at least two years. Anyone who wants to see more need only watch Sunday’s Super Bowl, when a Beckham commercial will air to an expected TV audience of more than 110 million. That’s a thought that thrills Britain’s sports icon, though not so much his kids, he laughed. “They’re like, ‘Oh my God, Daddy, not again. Everyone’s going to see you in your [under]pants!’”
David Beckham, British soccer hero, flew back to home turf from L.A. to launch his new line of men’s underwear at H&M last night. Emerging from being mobbed by men, women, and children at the Regent Street store, he was whisked to the Connaught Hotel to, as it were, debrief in front of the press. He’s not unambitious about it. “I’d like this to be as big as Calvin Klein in underwear,” he said. “I wanted to keep it really simple. I’m 36 now, and I’ve seen my fair share of underwear.” Amazingly, the quality is great and branding minimal. “Men don’t like things splattered with patterns.” His favorite item amongst the line of cotton underthings? A pair of gray long johns. “I noticed girls were buying them in the store just now,” he grinned.
Fittings for this latest of brand Beckham enterprises took place at home in L.A., naturally, with the help of his wife, Victoria. They shared sketches. “When you’re married, you trust each other’s opinions,” he said, touchingly. “I’m so proud of her—to go from being a Spice Girl to being taken seriously in the fashion industry.” It turns out, though, that this is no ordinary H&M collaboration. Beckham was already working on the collection under the aegis of XIX Entertainment, the company founded by Simon Fuller which has discreetly steered Roland Mouret’s and Victoria Beckham’s fashion careers to success. When they heard about it, the Swedish High Street retailer stepped in with an offer, and bingo: Now David Beckham Bodywear is to be carried in 1,800 H&M stores for a period of at least two years. Anyone who wants to see more need only watch Sunday’s Super Bowl, when a Beckham commercial will air to an expected TV audience of more than 110 million. That’s a thought that thrills Britain’s sports icon, though not so much his kids, he laughed. “They’re like, ‘Oh my God, Daddy, not again. Everyone’s going to see you in your [under]pants!’”
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