H&M links up with Beckham on new underwear range

Budget fashion chain Hennes & Mauritz is to partner with soccer star David Beckham to sell his new range of underwear, says the Swedish group. 

H&M, the world’s number two clothes retailer, has often linked itself with famous names to attract customers, including Madonna and Stella McCartney. The partnership with Beckham will be a long-term alliance, the group said.     

“It marks the beginning of a significant relationship between H&M and David Beckham, with new Bodywear products being launched seasonally,” it said in a statement. A spokeswoman said the co-operation would initially last two years.     

The initial range will be launched to coincide with Valentine’s Day 2012 from 2 February.     

Beckham said in the statement that choosing H&M to retail the new underwear was the final piece in a jigsaw of developing the range. “In H&M we have found the perfect partner to collaborate with going forward,” he added.     

Beckham is launching the range with his long-term business partner Simon Fuller, creator of the popular American Idol television talent competition.