David Beckham On Stripping Off For BOSS: ‘I Simply Couldn’t Refuse’

It's probably not politically correct to use the expression 'phwoar' these days but unfortunately it's the only word that fully encompasses the latest underwear campaign from BOSS. Its star? Not Jeremy Allen White, whose smalls-on-a-corduroy-sofa moment was last year's biggest thirst trap by a country mile, but David Beckham, long-time friend of BOSS - and no stranger to stripping off in the name of selling briefs.

In the imagery - shot by fashion photography's legendary duo, Mert and Marcus - Beckham's tattooed torso takes centre stage in BOSS One Bodywear, a collection that includes all your underwear essentials (trunks, briefs, tank tops and T-shirts).

'I simply couldn't refuse,' said the former footballer about the chance to once again partner with BOSS, despite the fact that, as he puts it, 'I once said that my bodywear modelling days had come to an end.' It's not just modelling but acting in the campaign video, which for those who haven't seen it, can be summarised as hot man arriving home in a tuxedo, hot man removing tuxedo and hot man having a shower. From the comments underneath the images and clips posted on the brand's Instagram - largely fire emojis, smiley faces with hearts for eyes or emphatic phrases like 'Boss for Boss 🔥' - the people are clearly relieved (very relieved) he decided to participate.

Daniel Grieder, CEO of HUGO BOSS, said: 'BOSS ONE Bodywear marks another milestone and a new chapter in our long-term strategic partnership with David Beckham. It is also a testament to our joint dedication to style and excellence. Bodywear is an iconic product group, and with this campaign, we aim to inspire customers and fans of the brand worldwide more than ever.'

At last week's launch event, the whole family lent their support as per. The Beckham dress code appeared to be head-to-toe black - Victoria wore a semi-sheer dress from her own spring/summer 25 collection - while the couple's daughter, Harper, appeared on the step-and-repeat between her parents wearing a black slip dress.

The so-called iconic product group launched in store, online and at dedicated pop-ups over the weekend, allowing fans to channel some good old-fashion phwoar-factor. You know you want to.

Shop: David Beckham's BOSS One Underwear Collection

Natalie Hammond is senior fashion news editor at Grazia. She previously worked at The Times - and has written for publications including The Telegraph, The Financial Times and gal-dem. She loves a ludicrously capacious bag (sorry, Tom!) and has never met a pair of clogs she wouldn’t wear. Find her on Instagram.