Dave M. Benett

[Updated with photographs, official quotations] As revealed last year, Hennes & Mauritz is launching a line of David Beckham underwear. The range has just been launched in London, with Beckham himself there for the proceedings.
   The footballer went to H&M’s Regent Street store to launch the David Beckham Bodywear line, which will hit 1,800 physical stores and the internet on February 2.
   The range will feature briefs and vests, but also T-shirts and pyjamas. New items will be released each season.
   In the evening, Bianca Jagger, Emma Bunton, Jessica Ennis and other celebrities toasted the launch at a separate event. Live music was provided by the James Pearson Trio, followed by a set from DJs Mani from the Stone Roses and the Queens of Noize.
   ‘I am very proud to launch my Bodywear collection for H&M in London. It was amazing to see the product at the in-store launch after so many months of development and meet with fans. I loved the pop-up gentlemen’s club, which felt both traditional and brand-new. It’s the same mix I hope men will find in the Bodywear collection. It was an amazing evening to launch my new collection,’ said Beckham in a release.
   ‘The début of David Beckham Bodywear is a very special moment for us at H&M. It marks the beginning of a new kind of long-term partnership for H&M, one based on quality and excellent design to H&M prices. I am very excited to see how our customers will receive the David Beckham Bodywear collection,’ added Karl-Johan Persson, CEO of H&M.
   ‘Lots of people have worked with H&M, so why not David Beckham? I think it’s a really good idea. It means that now everybody can have a bit of him,’ said the International Herald–Tribute’s Suzy Menkes.
   The David Beckham brand was developed by Beckham and business partner Simon Fuller in 2011.

Dave M. Benett; Nick Harvey

Alasdair McLellan