THE NEW BECKHAM X H&M CAMPAIGN
Modern Essentials Selected By David Beckham has become a regular feature at H&M, season after season. Here’s a first look at the S/S 16 campaign film – and some inside info on what you can expect from the collection.
No you’re not hallucinating – every man in Lisbon has turned into David Beckham. And who can blame them? The icon does have a great sense of style. That’s one of the reasons behind H&M’s choice to team up with him to develop the two collections David Beckham Bodywear and Modern Essentials Selected By David Beckham.
TELL US ABOUT THE EXPERIENCE FILMING THE NEW MODERN ESSENTIALS
“I always have the best time shooting H&M campaigns. They really understand my style and my sense of humour. It was great to wear such sharp pieces from the Modern Essentials range while having such a good time,” says David Beckham.
The collection goes in shades of blue and includes menswear staples and classics that have been given modern updates regarding silhouettes, materials and cuts. In contrast to the previous Beckham collections this one is more influenced by sportswear. For example there’s a technical car coat, a beige suit made in a nylon blend, a sweatshirt made in scuba and a pair of trousers with elastic hemlines and an elastic waistband.
WHAT WILL BE THE KEY LOOK IN YOUR SPRING WARDROBE?
“Tailoring is important in my wardrobe. So I like the beige suit from the Modern Essentials, because it shows how tailoring can be both smart, relaxed and affordable at the same time. I love how menswear is always evolving, and how classic pieces are updated,” says David Beckham.
I love how menswear is always evolving, and how classic pieces are updated
H&M’s head of design menswear, Andreas Löwenstam, has worked with developing the collection and participated throughout the process.
HOW INVOLVED IN THE COLLECTION IS DAVID BECKHAM?
“He is very involved in the Bodywear collection and decides on the qualities, colours and models. When it comes to Modern Essentials we develop a big collection that he reviews and feedbacks on before making a final selection of around thirty items. If there are any items he doesn’t like he’s very straightforward about it. There are no items in the collection he wouldn’t wear himself,” says Andreas Löwenstam.
WHAT’S THE MOST MEMORABLE THING FROM THIS COLLABORATION?
“We’ve worked together for several years and a lot of things have happened over time. One thing that happens almost every time we’re in the studio shooting is that his oldest son [Brooklyn Beckham] comes by. He always shows a big interest in the production as well as the clothes. It makes me glad to know that the collection attracts a young audience as well!”
WHAT ARE THE KEY ITEMS IN THE COLLECTION?
“The most important item in the collection is the zipped Harington jacket. Other key items are the technical car coat and the beige suit.”
WHAT ARE YOUR FAVOURITE PIECES IN THE COLLECTION?
“The workwear jacket! But I love the T-shirt as well because it’s such a good quality and fit that it feels so much more like a fashion item than just an undershirt.”
David Beckham Bodywear lands in stores and online on 4 February. Modern Essentials Selected By David Beckham lands in H&M stores and online on 18 February.