The Alasdair McLellan shots of David Beckham for the line of H&M underwear that the pop culture icon has designed marks his first major foray into the new direction that Brand Beckham is going in. They are pretty incredible and have (unsurprisingly) gone BEYOND viral today. Even more so than the Emporio Armani campaigns and Motorola AURA campaign by Anthony Mandler that I launched with Beckham back in 2009. Brand Beckham is clearly unstoppable.

The collection “Bodywear” will be available both online and in 1,800 H&M stores worldwide from 2nd February.

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