David Beckham is celebrating the success of his bodywear collection for H&M with a new campaign, focusing on the form and fit of the underwear classics that make up his bodywear range. The powerful new images were shot in Los Angeles by photographer Alasdair McLellan, with David photographed against a black background to show him and the bodywear in stark relief. As David constantly likes to experiment with his look, he unveils a new style for this new H&M campaign.
What kind of reactions have you received from the first season?
I’ve had such an incredible reaction since we launched my bodywear range back in February with H&M. The response worldwide has been overwhelming. The launch was such a memorable time for me, from the party in London to the commercial shown during the Super Bowl in the US. Since the launch, it’s been so great to read all the comments from fans on my Facebook page, who always let me know exactly what they think about the bodywear range. Luckily, they love it!
Did it become what you expected?
I’m so happy that men have really understood this isn’t a one-off collection. This is a bodywear brand with H&M that is here to stay. It’s great that men have been buying pieces to become part of their wardrobe, and are already relying on the comfort and quality of our designs. They know they can come back to H&M and find the same core range of bodywear products that they have come to trust.
What has been most surprising since the launch?
Before we launched David Beckham Bodywear with H&M, we went through eighteen months of research and development, so it was no surprise to us that there was a gap in the market for affordable bodywear where the focus was on fit, quality and comfort. What has been really pleasing is that my bodywear is being worn by men of all ages, from all walks of life. I hope to be able to continue providing them with the best bodywear available for many seasons to come.
Tell us about the new campaign!
I love the images we’ve shot for fall. Once again I’ve worked with the British photographer Alasdair McLellan who has such an amazing eye. I really enjoy being photographed by him. His images manage to make men look both classic and contemporary at the same time. For these images, we went for a tougher mood against a black background, with the images shot in a studio so that the focus is truly on the products. The images make the products feel like brand new. I’m really proud of them.
Except for great underwear, what are the essential pieces in your wardrobe?
I have the same needs in my wardrobe as I do with my bodywear. We designed the bodywear range with the aim of creating new classics that men could come to trust. With clothing, I rely on classic pieces, like great jeans, sweaters or biker jackets for when I’m off duty, or the most perfectly tailored suit when I want to look at my best. My wardrobe has evolved as the years have gone by, and I’ve learned many lessons about style along the way.
What are those lessons in style?
I’ve had a lot of fun with fashion over the years, and have come to realise that what is most important is being true to who you are. My life has so many different facets, from being a sportsman, to a dad and a global ambassador, that I find myself in so many different situations and places around the world. It is good to be able to keep my style a constant, and know that I am always being myself.
What do you think are the biggest influences in fashion right now?
It’s amazing how fashion now moves so fast, with social media and the Internet. It’s great that fashion is now truly global, and that the whole world can share influences with each other. It’s interesting that as a result of this, personal style has become much more important, with men especially taking much more classic pieces and giving them a contemporary twist of their own. When men talk about style, they talk about quality, and the clothes that have got longevity.
Do you have a style icon?
I have always admired Steve McQueen who was effortless and natural in his style.
The David Beckham Bodywear collection is available at around 1,800 H&M stores in 44 countries worldwide, as well as online.