Who wrote this?
They both love underwear. Boxer shorts to be precise, not the sexy lace kind for women. Now I have to be honest, when I first heard about one of the most eccentric and famous footballers ever and the director of two of my favourite high paced and chaotic films (Lock Stock & Snatch) working together on a new boxer short brand and campaign for H&M I expected something hysterical. I just had a look at the ‘David Beckham Bodywear‘ line though, and it is quite the opposite: modest, comfortable and classically styled.
Win shopcredit
Starting tomorrow, a huge David Beckham statue will be put in front of the H&M shop at Dam square. If you photograph yourself with it and tweet the photo with #HMBeckham you can win some quick shopping money. More info can be found at the H&M Facebook page.
Five questions for Beckham by H&M
1. TELL US ABOUT YOUR NEW CAMPAIGN FOR H&M?
I’m excited by the new campaign for my Bodywear collection with H&M, which was directed by Guy Ritchie. In the short film, I get locked out of my Los Angeles home in just my underwear, and have to chase my family car trying to get back my robe. It puts me in all sorts of unexpected situations. It’s not something I would necessarily do in real life but I had fun trying for the film.
2. WHAT WAS IT LIKE WORKING WITH GUY RITCHIE?
It’s was great to work with Guy Ritchie, who is an amazing Director. I’ve admired the work he’s done in the past so it was a great coup by H&M to get him to direct the campaign. Guy knows how to capture action and humour incredibly well. It was a real honour to work with a talent like him.
3. IT’S A YEAR SINCE YOU LAUNCHED YOUR BODYWEAR COLLECTION WITH H&M. HOW DO YOU FEEL ABOUT ITS SUCCESS?
It’s been beyond my wildest dreams. When we launched the collection, we knew we had great products, and also great global partners in H&M. But I couldn’t have imagined how popular they’ve become, and how many men have come to trust them as an essential part of their wardrobe. As long as our customers are happy, then I’m happy.
4. CAN YOU DESCRIBE THE ESSENCE OF DAVID BECKHAM BODYWEAR, FOR THOSE NEW TO THE COLLECTION?
When I decided to launch a Bodywear collection, I wanted to make sure it was more than just a regular underwear range. We spent eighteen months researching what makes good underwear, and what we could add to make it even better. We spent a long time on the fit, and then also all the details of design. The elastic is as comfortable as it can be, and seams are covered to stop scratching. I also wanted there to be no overt branding on the products, so my name isn’t plastered across the waistband. I want the products to speak for themselves, and to form part of a core collection of new classics.
5. TELL US ABOUT THE NEW COLOURS IN YOUR BODYWEAR
I love the new colours that we’ve introduced in time for Valentine’s Day. In the campaign I’m wearing my boxer brief in a new utility shade, which gives my Bodywear a new urban feel. We’ve also got some briefs with red and blue trims. My collection is based around core pieces which continue through the seasons, so it’s great to be able to offer our customers their favourite pieces in some brilliant new shades.
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