Beckham arrived at H&Ms flagship store on Regent Street at 4pm to launch his underwear collection amidst screams from the knee-deep crowd outside. Sadly for the female contingent, and most of the male, it was not the modelling assignment of our fantasies and he was instead fully clothed in a white sweater and jeans.
Giant silver statues of a nearly-nude Beckham lined the store while guests were given Beckham Juice for the thirsty work.
Beckham signed autographed merchandise for fans so long as you've bought them first, said an eager salesman close-by and will later take an interview session.
We'll be there to ask questions on your behalf, so what would you like to know? Do he and Victoria compile mood-boards together? Does he ever get embarrassed modelling in his underwear? Answers via Facebook below.
The collections of boxers, vests and t-shirts are on sale now.