David Beckham Launching Bodywear, Fragrance

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Photo courtesy of David Beckham / Women's Wear Daily

Think ink: The brand imagery for David Beckham's new endeavor.

Looks like the expansion of the Beckham empire includes more than just a new baby.

After months of speculation, David Beckham has announced that he is launching a men's bodywear line as well as a cologne called Homme by David Beckham, Women's Wear Daily reports.

Though no official date has been set for the bodywear launch, the hot soccer star and former Emporio Armani Underwear model confirms he will be showing off the wares himself (cue cartwheels).

"With my team we have spent time working on the fit, the fabric, and the style to ensure the product looks and feels the very best, and I am hugely proud of the end result," Beckham, who says the success of the Armani campaign inspired him to create his own line, tells WWD

"I can’t wait to show people the collection—although I’m not sure my mum will be too happy seeing a billboard image of me in underwear again.”

That's her problem!

The bodywear line will be part of a larger Beckham brand that the footballer has formed with media mogul Simon Fuller of XIX Entertainment. Fuller also helped promote Victoria Beckham's successful foray into fashion design.

“It’s not my natural inclination to see myself as a brand, I’m just a person who has been fortunate to explore other interests and passions outside of the game I love,” the Diet Pepsi campaign star says. “I will always be associated with my sport, but I am now working across other areas that will continue long after my career has finished.”

The empire, which Fuller expects to encompass products "across a broad range of categories," has black-and-white branding (above) created by Stella McCartney's husband, Alasdhair Willis.

Up next for the athlete—who took the No. 35 spot on the just-released Forbes Most Powerful Celebrities list—is the Homme men's fragrance, developed in partnership with Coty Inc. Slated to launch this September, the scent follows 2005's David Beckham Instinct and 2006's Intimately Beckham, a his-and-hers scent created with Victoria.

In related news, see what the fashionable couple wore to the royal wedding.



 

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