Former British soccer star David Beckham has done it again — and by “it,” we mean casually redefining underwear ads forever. The athlete, fashion icon, and all-around global heartthrob just dropped his new fashion partnership with Hugo Boss, and let’s just say, the internet is losing its collective cool.
On January 30, 2025, Beckham took to Instagram to share a series of snaps from the London launch of his latest fashion venture, BOSS ONE, a new premium bodywear collection with Hugo Boss. Also pictured attending the launch at the Lighthouse event space alongside Beckham were his wife Victoria Beckham and three of their four kids, sons Romeo and Cruz, and daughter Harper. Eldest son Brooklyn was not photographed at the event.
“Special night with friends and family celebrating the launch of BOSS ONE 🖤,” Beckham, 49, wrote alongside the photos. The launch also coincided with the release to the BOSS YouTube channel of a two-minute movie to mark the campaign, directed by photography duo Mert Alas and Marcus Piggott and starring Beckham in various states of undress.
Beckham Goes Back to Basics — In the Best Way
In true Beckham style, the launch wasn’t just about aesthetics — it was a statement. The collaboration with Hugo Boss aims to redefine modern underwear essentials, focusing on premium fabrics, sleek silhouettes and ultimate comfort. The campaign oozes Beckham’s signature cool confidence, with designs that meld understated luxury with everyday wearability.
This isn’t Beckham’s first foray into the undie world — let’s not forget his legendary Armani campaigns or his own previous David Beckham Bodywear line. But this time, it’s different. BOSS ONE isn’t just an endorsement — it’s a fully realized collaboration, crafted with Beckham’s personal input on fit, fabric and function.
“I once said that my body wear modeling days had come to an end, but when Boss shared their ambition for the range and brought in my good friends Mert and Marcus to shoot the campaign with their brilliant creative ideas I simply couldn’t refuse,” Beckham said in a statement published by Complex.
Fans and Fashion Critics React: ‘BECKS ONE, More Like!’
It didn’t take long for the internet to start foaming at its collective mouth. While Beckham has his comments turned off on Instagram, his wife shared similar snaps to her page, writing, “So proud of you @davidbeckham xx Kisses.” Fans flooded her post with fire emojis and heart-eyed reactions, while one commenter responded, “Wow you both look amazing.”
And to really send the mercury sky high, Victoria Beckham also teased her followers with a closeup photo of her husband’s torso as he modeled a pair of briefs from the BOSS ONE line, captioning the image, “My boss🖤😉.”
This partnership marks a significant moment for both Beckham and Hugo Boss, as the soccer legend continues to cement himself as a power player in the fashion industry. He’s not just the face of the campaign — he’s shaping the brand itself.
“The new Boss One collection is beautifully made. I’m proud to support Boss in our long-term strategic partnership with this campaign,” Beckham said at the launch, according to Hello! Magazine.
With his latest collaboration, Beckham is proving that whether he’s leading on the pitch, fronting a high-fashion campaign, or designing the perfect pair of boxer briefs, he’s always one goal ahead. And if the internet’s reaction is any sign, BOSS ONE is already a world champion.
The BOSS ONE collection will be available to purchase from February 1, both online and in BOSS stores.
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