H&M, the fast-fashion retailer from Sweden, has been forging ahead with some interesting collaborations with various top designers over the years, and capturing the hearts and wallets of youth culture across the United States, as indicated in our Youth Culture Studies.
On February 2, in 1,800 H&M stores, the David Beckham collaboration for bodywear will debut featuring boxers, trunks, boxer briefs, and tanks. The collection also features a short sleeve tank top, Henley, and PJ bottoms. Prices range from $12.95-$29.95.
“Collectively, with my design team, we spent time working on the feel, fit and style to ensure the product is not only something I would wear but one that I would be proud to put my name on,” Beckham stated.
Interestingly, Beckham will not be branded all over the place on the bodywear, but discreetly labeled.
The ads for the collection are already attracting not only men, but women as well, and you can bet that women will be wearing Beckham bodywear and DIY-ing it somehow.
The black and white ads are shot by Alasdair McLellan and are artistically beautiful. Beckham’s other sponsors include Adidas, EA, Diet Pepsi, Yahoo, and Motorola among others.