H&M, the international retailer known for its collaborations with fashion labels (Versace, Lanvin, Marni to name a few) and celebrities, launched the David Beckham Bodywear for H&M collection in London on February 1. The new collection, which arrives in the retailer’s 1,800 stores in around 40 countries across the globe and online, was unveiled at H&M on Regent Street at a pop-up gentleman’s club, installed just for the occasion. The debut David’s bodywear collection developed by him for the retailer was announced in July 2011.
Photo: David Beckham in the top from his H&M collection, www.hm.com
At the launch party, David also presented the new commercial, which will air during Super Bowl this Sunday, as well as met consumers and signed the collection’s items. “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 gentleman’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,” commented David Beckham.
The new line embodies Beckham’s unique style and “focuses on fit, function comfort and design.” It includes nine key models of plain trunks, boxer shorts, briefs, tops, longjohns and shirts in black, grey and white—each of the items features David Beckham label’s minimalistic logo on the waistband (see it below). According to the statement, “the collection will develop seasonally with new styles, new fabrics and new patterns.” The bodywear is made from endurable materials, which do not irritate the skin.
Photo: H&M’s David Beckham label
“David and his design team worked with pieces from David’s own wardrobe, incorporating David’s own unique style aesthetic to create and build a meaningful bodywear brand from the outset. Cotton is used throughout, with the right elastane in the briefs, trunks, T-shirt and vest to provide a soft feel. Cotton waffle weave is used in the Henley and long johns, and a special finish on the 100% cotton pajamas ensures that they retain their shape,” says the press release.