David Beckham has literally set social media on fire by releasing his new campaign for Hugo Boss. Having signed a multi-year deal with the brand back in May last year, David Beckham is now going to sport the Boss One Bodywear line. This makes him the face of the company’s first dedicated underwear campaign for Hugo Boss, marking a historical moment for this German fashion house.
The ad, shot by the famous duo Mert & Marcus, is a visual wonder that combines cinematic style with Beckham’s magnetic presence. In the ad, Beckham is seen arriving in a sleek vintage sports car, stepping out in a sharp suit before entering a moody warehouse apartment. The highlight, however, is when he strips down to reveal nothing but his Boss trunks, with water cascading down his sculpted abs, leaving fans utterly captivated.
The internet has come out in full force, with social media users going ga-ga over Beckham’s age-defying beauty. “Beckham aging like fine wine and reminding everyone who the real Boss is,” wrote one X user. Others joked about his potential career change, with one user humorously adding, “I think he’s in the wrong profession, hahaha.” In fact, a few fans declared that the images were truly worthy of being set up in the Louvre.
The reason Daniel Grieder, the chief executive officer of Hugo Boss, chose Beckham was because, “David Beckham is an individual that is just known worldwide.” This is, as he put it, considering that the athlete cuts across every continent and even age group. Beckham, who had already modeled for Hugo Boss several times when it came to the tailored fits, was enthusiastic about the idea of underwear immediately.
After seeing the stir that was raised by this advertisement, one comes to understand why Beckham and Hugo Boss form an ideal duo.