David Beckham can finally eat a decent meal again. The sports star, who signed a multiyear global partnership and design deal with Hugo Boss for the Boss brand last May, is now stripping down to his skivvies for the Boss One Bodywear collection.

When a male celebrity does an underwear ad, the adoring and thirsty comments come rushing their way – just think of when Jeremy Allen White did that Calvin Klein campaign or when Michael B. Jordan posed in that iconic underwear.

The corridors on the way down into the cavernous, screen-walled venue were lined by some of the images of Beckham which, by the time this post is published, should be generating exactly the level of focus on its new bodywear range that Boss was hoping for.

David Beckham x BOSS ONE Bodywear blends cinematic spectacle, inclusivity, and cultural influence, proving that true brand impact can be commanded.

The Beckhams seemed to have a great time as they held hands and danced in a circle to Amy Winehouse’s iconic number “Valerie.” Following the campaign premiere, it will be sh