David Beckham, in his ongoing collaboration with Hennes & Mauritz, has shot his latest campaign for his spring 2016 Modern Essentials Selected by David Beckham collection in Lisboa, Portugal. It is accompanied by a humorous film promoting the line, directed by Fredrik Bond.
The previous promo showed Beckham discovering that comedian Kevin Hart dressed exactly like him. Its sequel takes things a step further, where Beckham finds that everyone around him is dressed the same as him, including all the hotel staff, an arguing couple, a grandmother, a baby, and skateborders. The accompany print campaign has been shot by Mario Sorrenti.
The premise is showing off Beckham’s position as a style leader.
‘I always have the best time shooting H&M campaigns. They really understand my style and my sense of humour. It was great to wear such sharp pieces from the Modern Essentials range while having such a good time,’ said Beckham in a release.
The collection will drop on February 18 and March 19 at all H&M stores that carry menswear, and online at hm.com.