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

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.

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.

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 is bringing the heat in his sexiest Hugo Boss campaign yet, stripping down to nothing but his underwear

David Beckham stepped out in London on Thursday night to launch his latest steamy BOSS campaign, with wife Victoria and kids Romeo, Cruz and Harper all in attendance