David Beckham’s Steamy Underwear Campaign for Boss One Bodywear Revealed

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Goal!

Following several months since his debut fashion collaboration with Boss, showcasing elegantly tailored suits, David Beckham has now taken a more daring approach for the launch of their latest campaign. As the brand’s ambassador, the soccer icon poses in steamy and wet conditions for Boss Underwear, promoting the unveiling of their new Boss One Bodywear collection.

Or, more concisely:

David Beckham has moved from tailored suits to wet and steamy underwear shots as he models the latest Boss One Bodywear collection in the brand’s newest campaign.

Mert and Marcus, renowned fashion photographers, capture the campaign showcasing David Beckham in diverse outfits such as snug briefs and t-shirts, primarily in monochrome. The collection encompasses fundamental men’s underwear items like trunks, tank tops, and additional pieces, all presented in a minimalistic color palette that includes combinations of cotton and elastane.

Previously, I expressed that my modeling days in fashion were over, but when the boss disclosed their vision for the line and brought on Mert and Marcus – friends of mine with exceptional creative talents – to shoot the campaign, I found it hard to turn down the opportunity.” Beckham mentioned this in a statement. At 49 years old, he hinted towards his past underwear modeling gigs for Emporio Armani and H&M. “I’m pleased to endorse the new Boss One collection. I take pride in being part of Boss through our long-term strategic partnership, as demonstrated by this campaign.

Daniel Grieder, CEO of Hugo Boss, commented on the release of the Boss One Bodywear collection: “This is another significant step in our ongoing strategic partnership with David Beckham. It underscores our shared commitment to style and quality. The Bodywear line is a classic product category, and through this campaign, we aim to captivate Hugo Boss’s global customers and followers even more.

The announcement about Beckham’s campaign, created by the Team Laird agency, coincides with a Boss One Bodywear event held at Lightroom in Kings Cross, London, on Thursday night. This event included a screening of the campaign video (which you can see below and was subsequently posted to Beckham’s 88 million Instagram followers), along with Golden Martinis being made on-site by luxury gin brand Seventy One. The evening also featured performances by DJs Mark Ronson and Honey Dijon.

The advertising strategy for David Beckham’s collaboration with Boss will feature billboards in heavily-visited areas, as well as in Boss and department stores worldwide. Furthermore, advertisements will be broadcasted on large screens and streaming services such as Amazon Prime, Netflix, HBO Max, Paramount Plus, and Sky TV. You might also come across popular influencers promoting Boss products, as the brand has partnered with approximately 100 contemporary talents to display their Boss One items across various social media platforms.

Beginning February 1st, the Boss One Bodywear line can be purchased online, in Boss retail stores, as well as at temporary Boss pop-up shops, or through selected Boss wholesale partners.

The past few days have been quite hectic with the underwear-related news. Recently, Taylor Zakhar-Perez made his debut wearing briefs for Lacoste. The actor from “Red, White and Royal Blue” was captured in his undergarments for the brand during a photoshoot in Paris, as part of his new position as a Lacoste representative.

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2025-01-31 01:25