First came Jeremy Allen White for Calvin Klein. Then there was Taylor Zakhar-Perez in his Lacoste tighty whities. Now, David Beckham has joined the pin-up boys club, and stripped to his boxers for a BOSS underwear campaign — and internet-breaking attempt.
The footballer turned BOSS ambassador is pictured in various states of hyper-sensual recline: man-spreading on a leather chair in a seedy, concrete warehouse; slumped on the ground, one leg cocked, in a pair of black briefs; drenched by shower water because, naturally.
“I once said that my bodywear modelling days had come to an end, but when BOSS shared their ambition for the range and brought in my good friends Mert and Marcus to shoot the campaign with their brilliant creative ideas I simply couldn’t refuse,” Beckham said in a statement.
Certainly, the campaign will set the nation’s hearts racing — while his washboard abs are set to leave plenty of men at 50 (Beckham will celebrate his half century in May this year) with plenty to pine for. The sight of Becks in his boxers will be nothing new for many, of course: his oeuvre counts billboards for the likes of H&M and Armani.
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This January, he stepped back into underwear modelling to launch the “BOSS ONE Bodywear collection”, which, per Daniel Grieder, CEO of Hugo Boss, “marks another milestone and a new chapter in our long-term strategic partnership with David Beckham. It is also a testament to our joint dedication to style and excellence. Bodywear is an iconic product group, and with this campaign, we aim to inspire customers and fans of the brand worldwide more than ever.”
The new collection covers the range of underwear classics: trunks, briefs, tank tops and T-shirts in minimalist black and white hues, all made from a cotton and elastane blend.
The Beckham contingent, fans, and fashion insiders will be out in London this evening to celebrate — complete with plenty of Seventy One Gin courtesy of the one half of the photographer duo who photographed the campaign, Mert Alas.
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