SWEDEN: H&M teams with Beckham on bodywear
Swedish fashion giant H&M Hennes & Mauritz AB is teaming up with soccer star David Beckham to sell his new range of underwear in its stores around the world.
The Bodywear range for men will be available in 1,800 stores across the globe, with the initial range due to be launched from 2 February to coincide with Valentine's Day. New products will then be launched seasonally.
"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," Beckham said.
"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."
Ann-Sofie Johansson, H&M's head of design, added: "It is the start of an amazing adventure for us at H&M."
H&M has a track record in high-profile design collaborations. Currently in the pipeline is a line created by Donatella Versace, which follows in the footsteps of capsule collections by Karl Lagerfeld, Stella McCartney, Jimmy Choo and Lanvin.
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