Belfast Telegraph

David Beckham gives a piece of himself with H&M range

David Beckham personally wears all the pieces in his H&M Modern Essentials line.

David Beckham wants customers to get a part of him when purchasing his H&M line.

The retired sportsman first teamed up with the high street retailer in 2011 with his Bodywear range, featuring underwear and loungewear. Last year (15) he began work on his Modern Essentials line, full of pieces which he chose personally and mirror his own taste, and his latest offerings reflect the collection’s “urban uniform” with slim fit blazers and colour block sweaters.

Not only do these garments draw in new customers, but they resonate with existing ones too, which is exactly what David wanted to achieve.

“I think that’s what the goal is: to obviously not lose customers but gain in a way where they feel that they’re really getting a part of what I would wear and it’s exactly what it is because I do wear these clothes,” he told WWD. “It’s not something where I wear them for the campaign and then I never wear them again. This is what I wear.”

On Monday (26Sep16) David, 41, visited Los Angeles to launch the new commercial for his Modern Essentials line, also starring comedian and actor Kevin Hart. It follows on from their previous ad together that saw Kevin aspiring to play the former soccer star in a fictional film, I, Beckham, and this time they travel to Las Vegas in an attempt to launch I, Beckham: The Musical.

“There was a lot of laughing, a lot of outtakes as you can imagine,” David grinned. “(Kevin’s) always on, always funny and he’s a real pleasure to work with to be honest. He’s one of these people that’s real professional, turns up on time, stays there ‘til it’s done and it’s great to work with someone like that.”

The latest Modern Essentials line drops in stores and online on Thursday (29Sep16).

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