David Beckham launches H&M range London Feb12.jpg

It was all smiles for David Beckham as he made his way inside H&M's Regent Street store in London to launch his new Bodywear underwear range. The star footballer was greeted by hundreds of fans (mostly women, I wonder why?) all hoping to catch a glimpse of him in the flesh. Sadly for those people Beckham didn't arrive in his underwear but fully clothed in a pair of faded jeans and a beige knitted cardigan. Dang!

There was plenty to admire of course, with huge posters of him modelling his new collection and nine-foot-tall silver statues of Becks displayed like a modern version of Michaelangelo's statue of David. Speaking of his collaboration with the Swedish chain, the 36-year-old said: "I've been around for 36 years, I've seen my fair share of underwear. I'd love to be as big as Calvin Klein."

As the former face of Emporio Armani Underwear with Mrs Beckham, David has designed his own range of vests, briefs, T-shirts and pyjamas inspired by his casual-yet-cool personal style. "I always want to challenge myself and this was such a rewarding experience for me. I'm very happy with the end result and I hope H&M's male customers will be as excited as I am," he added.