Friday, 29 July 2011

Becks turns his hand to fashion design

The L.A Galaxy midfielder and former England captain has teamed up with the Swedish-based retailer in what will mark a long-term partnership - unlike the previous single-season collaborations by design houses such as Jimmy Choo and Lanvin.

"Over the past year, I've been developing my Bodywear range with my team and I'm extremely positive about what we have designed and produced," said Beckham.
The 36-year-old added: "The final piece in the jigsaw was a retail partner who has the vision and capability to distribute these products globally. In H&M we have found the perfect partner to collaborate with going forward, I'm excited and looking forward to showcasing the range to H&M customers from February."
Unlike his fashion designer wife, Victoria - who shows her high-end, ready-to-wear collections at New York Fashion Week, and whose exclusive designs cost upwards of £1,000 for a dress - Beckham's offerings will be available in 40 countries worldwide, across 1800 H&M stores. The initial range will be launched on February 2, 2012.
Ann-Sofie Johansson, H&M's head of design said: "David Beckham is a true icon both of sport and style. It is incredibly exciting for H&M to be entering into a long-term partnership with him for his DAVID BECKHAM Bodywear line. It is the start of an amazing adventure for us at H&M. Valentine's Day in 2012 is going to be a very exciting time indeed."
Beckham had previously revealed that his inspiration for designing underwear and T-shirts came from his stint as the 'face' of Emporio Armani underwear. While he fronted the advertising campaigns for four seasons, the Italian fashion giant saw its turnover almost double. "It proved to me that there is a real market for good-looking, well-made men's bodywear" said Beckham.
Simon Fuller, David Beckham's long time business partner and manager, said: "This partnership with H&M is an important step in the evolution of David's journey from sporting hero to entrepreneur and icon. H&M's enthusiasm and support for this venture, combined with their scale and reach, will continue to enhance the power of David's image around the world."

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