EASY RIDERS: David Beckham is to front Belstaff’s campaign for spring. At the party to celebrate the brand’s new flagship on London’s New Bond Street, the retired English soccer star arrived to confirm rumors of his latest modeling gig. He shot the campaign with Peter Lindbergh on Saturday on location in the English countryside, and will be the central figure in a group of models.

Beckham, with his love of motorcycling, was a natural choice for the job: He has two bikes in Los Angeles and told of his love of riding at the opening at the Belstaff party.

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This story first appeared in the September 16, 2013 issue of WWD. Subscribe Today.

“What I love about riding is the freedom part,” he said. “When you’re out there, no one knows that it’s you. You have a full-face helmet on, so you enjoy just being alone.”

Beckham said he has been wearing the brand since he came to love bikes. “About five or six years ago, I went into a vintage store,” he said. “It was around the time I started thinking about riding bikes, I was looking for a cool biker jacket. So I went into this vintage store and came across this vintage Belstaff jacket. I bought it and have worn it ever since.”

But he said he’s unlikely to get his wife, Victoria, on a bike anytime soon. “She’s never ridden with me, and I don’t think she will,” he explained. “Obviously with four children, trying to get her on the bike is difficult.”

New Bond Street itself was closed for the event — not seen since Louis Vuitton opened its flagship on the same street in 2010 — to allow for a motorbike parade, in a nod to Belstaff’s heritage.

Inside the party, bearded and tattooed bikers mingled with the likes of Lord March, whose Goodwood Estate hosts several annual motoring events, as well as Jade Parfitt, Jemma Kidd, Edie Campbell, David Gandy, Tommy Hilfiger and Pixie Lott.

Amber Le Bon said that she’d “practically grown up on the back of a motorbike. When I was little, like seven, I had my own helmet and gloves. When summer would come, Dad [Simon Le Bon] would put us on the back and ride us around the back garden. Mum would shout at him to stop, saying, “Simon, stop it, you’ll ruin the lawn!”

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