So far this year H&M have had Georgia May Jagger, Beyoncé and Joan Smalls front major advertising campaigns for them, but nothing quite compares to the image of a half naked picture of football ace David Beckham .
Featuring in his second campaign for the Swedish retailer this year, the collection showcases Beckham's latest range of briefs and loungewear while he poses in a changing room looking far off in the distance. Whilst it's not quite on par with the video shot by Guy Ritchie that saw Becks chasing after a car in all his but clenching glory, these images are definitely the best yet.
The collection, which launches today, is the latest stage in the partnership between the brand and the 38 year old star and one that focuses not only on the fit and fabric but comfortable and stylish loungewear with a heritage feel (the story behind the east end styles shoot) 'I love the heritage style of the new pieces in my collection. The vests, pyjama bottoms and raglan-sleeve tops are already favourites that I know I will wear all season long' Beckham said of the range.
The collection is available in all stores throughout 48 markets and online now.
