The event was an in-store launch, followed by a cocktail party at a pop-up gentleman´s club created especially for the occasion. Among the celebrities in attendance were Bianca Jagger, Emma Bunton, Suzy Menkes and Jade Parfitt.
David Beckham himself said “I am very proud to launch my bodywear collection for H&M in London- It was amazing to see the product at the in-store launch after so many months of development. I loved the pop-up gentleman´s club, which felt both traditional and brand new. It´s the same mix I hope men will find in the Bodywear collection”