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.

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. It will be the first true underwear campaign for the German apparel brand and the marketing plan is extensive.

David Beckham is bringing the heat in his sexiest Hugo Boss campaign yet, stripping down to nothing but his underwear. The smoldering images demanded attention, as did the accompanying video - both shot and directed by the legendary fashion photography duo Mert and Marcus - which instantly went viral.