"It marks the beginning of a significant relationship between H&M and David Beckham, with new Bodywear products being launched seasonally," H&M said in a statement on Thursday.
Beckham added that choosing H&M to retail the new underwear was "the final piece in a jigsaw" of developing the range. "In H&M we have found the perfect partner to collaborate with going forward," he said.
The Swedish group has formed several celebrity partnerships in recent years, beginning with Chanel designer Karl Lagerfeld in 2004, and followed by Stella McCartney and Madonna.
Its Lanvin range sold out within hours after fans camped out for hours outside the high street chain in November last year.
You might also like:
Add a Comment