Of all the highly publicized designer collaborations H&M has been rolling out over the past decade, their partnership with David Beckham is certainly one of the smartest. Underwear is such a natural extension of his brand and it’s refreshing to see them focus on one category, and do it well. Beckham is also the ideal spokesperson; a celebrity on a truly global level. It will be interesting to see how they sell in America, will men care if their boxers are branded with the name of another guy? The undisputed leader, Calvin Klein, is now a concept, not the man himself. A sexy brand, not a sexy guy. It’s an important distinction. The above shot shows a very confident and relaxed Beckham at yesterday’s big launch at the H&M flagship store in London. Prices will run around $15 for a pair of boxers:


Category: Events, Fashion, Retail.

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