Footballer follows wife into fashion, announcing new line and long-term partnership with Swedish high-street giant.

Caroline Ku
  • 29 july 2011

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This article titled “David Beckham to launch underwear collection with H&M” was written by Simon Chilvers, for The Guardian on Thursday 28th July 2011 17.44 UTC

His wife may be the famous fashion designer, but David Beckham yesterday got in on the act, confirming that he will launch his own clothing brand in February 2012.

The range, which is likely to focus on underwear, will be sold globally through a long-term partnership with H&M.

Beckham has been working on the collection with his team over the past year. “The final piece in the jigsaw was a retail partner who has the vision and capability to distribute these products globally,” he said of his new relationship with the Swedish chain. “I am excited and looking forward to showcasing the range to H&M customers from February.”

Simon Fuller, Beckham’s business partner, who was also behind the successful launch of Victoria Beckham’s fashion label, said the collaboration was an important step for the footballer. “H&M’s enthusiasm and support for this venture, combined with their scale and reach, will continue to enhance the power of David’s image around the world.”

Beckham is no stranger to promoting underwear, having previously appeared in a series of Armani billboard campaigns in 2008. Selfridges later reported a 150% increase in sales of men’s briefs.

However, despite having the power to influence trends, from haircuts to suit styles, the Beckham fashion effect has not always been so dramatic.

His range of children’s clothing for Marks & Spencer, launched in 2002 under the name DB07, failed to set children’s fashion alight.

The David Beckham bodywear collection will be sold in 1,800 H&M stores in around 40 countries with new designs set to appear on a seasonal basis. H&M has previously collaborated on sell-out ranges with some of the biggest names in fashion, including Stella McCartney, Karl Lagerfeld and Jimmy Choo. © Guardian News & Media Limited 2010

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