Beckham arrived at H&M’s 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.