- The 94-degree heat in downtown Los Angeles did little to ward off fans lined up outside H&M for a chance to meet David Beckham.
The British soccer legend stopped in at the Swedish retailer’s Fig at 7th location Monday afternoon to officially launch the latest commercial for its Modern Essentials collection. The first 150 people in line were promised a chance to meet with Beckham, while also getting a look at the new shop-in-shop at the back of the store dedicated to the collection’s fall/winter offering that includes Beckham’s own selects. The collection officially becomes available for sale Thursday in all H&M stores carrying men’s wear and online.
The latest video ad, just shy of five-and-a-half minutes, features Beckham and Kevin Hart. The storyline is a continuation of the previous campaign, which tracked Hart as he shadowed Beckham for a week to study up on a role playing the athlete in the fictional film “I, Beckham.” The latest video has the pair in a tour bus on their way to Las Vegas in hopes of bringing “I, Beckham: The Musical” to life.
“There was a lot of laughing, a lot of outtakes as you can imagine,” Beckham said. “[Hart’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.”
Beckham originally began working with H&M in 2011 with the launch of his men’s Bodywear line of underwear and loungewear. He started curating his favorite items from Modern Essentials last year, choices of which were obviously informed by his own style which he described as being a cross of suited up gentlemen mixed with a casual ease.
“You know [personal style] it changes because obviously now I’m older [and] your style does change and you take it down a notch sometimes,” he said. “I like to wear suits. I like to feel like an English gentlemen because that’s how I was brought up. I was brought up to always dress in a nice, tailored suit. But I’m a very casual person so I like to wear jeans and a T-shirt almost every day. I don’t make too much of a fuss about getting stressed about what I’m going to wear each day.”
His current picks are pieces aimed at the collection’s nod to the “urban uniform” and include a $59.99 wool blend bomber, ribbed color block sweater for $19.99 and a slim fit blazer retailing for $49.99.
The partnership between the two has likely helped usher in new customers and resonated with existing ones, Beckham said.
“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 said. “It’s not something where I wear them for the campaign and then I never wear them again. This is what I wear.”