David Beckham was inspired by heritage sportswear for his latest line of H&M Bodywear collection. The accompanying campaign sees the retired footballer modelling the pieces himself once again, a marketing move that has proved successful for the Swedish multinational retailer.
Shot by Josh Olins, the new campaign features Beckham posing in an old sports changing room full of “East London atmosphere” and harking back to his early days as a young footballer. The new range includes raglan-sleeve jerseys and henley shirts, vests and trunks in an all-grey colour palette.
“I love the heritage athletic style of the new pieces in my Bodywear collection at H&M,” said Beckham. “The vests, pyjama bottoms and raglan-sleeve tops are already wardrobe favourites for me that I know I’ll wear all season long. It was great to shoot them in an old-fashioned East End changing room. It was like I had gone right back to my roots.“
The David Beckham Bodywear collection is stocked in the menswear departments of 2,800 H&M stores worldwide, in 49 different countries, as well as online. With a focus on fit, fabric, comfort and style, this new drop is just the latest stage in an on-going partnership between Beckham and H&M.
