David Beckham does his best Blue Steel in early behind-the-scenes glimpse from shoot for upcoming H&M underwear ad
The footballer's smouldering gaze could be likened to that of Ben Stiller's famous male model character, Derek Zoolander
12:33 GMT, 15 August 2012
Women around the world went wild for David Beckham's last series of ads for H&M. And if an early look at his new campaign is any indication, the second promises to be just as popular.
The London-born footballer poses in a white vest and underpants in the image, offering a smouldering gaze at the camera.
Some might argue that it is not unlike the famous Blue Steel expression of Ben Stiller's much-loved make model character, Derek Zoolander.
Model behaviour: A heavily tattooed David Beckham poses in a white vest and underpants in a promotional shot for his underwear range
First look: David Beckham strikes a pose in a behind-the-scenes glimpse from the shoot for his latest ad campaign for his hugely successful H&M bodywear line
And this new series of ads, which launches on Thursday, will be followed by many more, if Mr Beckham has anything to do with it.
Giving his best Blue Steel: Ben Stiller in the title role in 2001 film Zoolander
'I'm very happy that so far people seem to like it and the first season was incredibly successful,' he says.
'The challenge is to keep it going and establish a brand that will last many years. That is my ambition.'
The launch will coincide with a 'statue stunt' with larger-than-life Beckhams
going up in New York, Los Angeles and San Francisco .
It will promote new products that will be added to the collection later this year.
The 37-year-old father-of-four, who
is married to Spice Girl-turned fashion designer Victoria, says the
formula for the H&M bodywear line is largely about his personal
preference for 'comfort and fit.'
he's not just talking about T-shirts. Apparently, he doesn't mind some
downtime at home, and that's why there will be more cosy and warm items
heading into stores.
Brand power: The footballer says he is thrilled with the success of the last collection and campaign images
Best of British: The footballer's image was projected onto the White Cliffs of Dover to help welcome tourists flying into London during the Olympics, which ended on Sunday
He explained: 'It's important to me that bodywear means more than just briefs and tees. It's about all the pieces I like.'
Designer duo: Mr Beckham with his Spice Girl-turned fashion designer wife, Victoria, in May
Beckham says he values the input of H&M designers, especially when
it comes to their technical expertise, to get products to the point
where he wants his name on them.
'Working with a team has always been a key part of my life,' he says.
But, he adds, he didn't have any help getting in shape so he could feel comfortable minimally dressed in front of the cameras.
'I did nothing different,' he says. 'I'm naturally fit of course as an athlete so there is nothing out of the ordinary I do!'
The footballer took
centre-stage at the London Olympics Opening Ceremony last month,
carrying the torch on its final leg along the Thames in a boat.
And his H&M ads were projected onto the White Cliffs of Dover by way of a welcome for tourists flying into the UK for the Games.
'I was incredibly honoured to be part of the team that helped bring the Olympics to my home borough, city and country,' he said.
'I always knew we would put on a fantastic event but it has exceeded even my most optimistic expectations.'
Mr Beckham had hoped to play for Britain's soccer team at the games but to many of his fans' shock, he was not selected for the squad.
VIDEO: Because we can. The original (popular) ad for Beckham's range of undies…