David Beckham is the Face of BOSS ONE Bodywear

Who better to be the face of a steamy new underwear campaign than Mr. David Beckham himself?

Following his recent partnership with the German fashion house, Beckham was announced as the face of BOSS’ latest men’s underwear line, BOSS ONE Bodywear, at a star-studded launch party in London’s Lightroom on January 30.

The collection itself is all about sleek, everyday essentials—trunks, briefs, tank tops, and T-shirts — made from a soft cotton-elastane blend that delivers both comfort and style. But it’s the campaign that really brings this collection to life.

In the short film, shot by legendary fashion photographers Mert and Marcus, Beckham is in full model mode. As seen in the campaign, he pulls up to his NYC apartment in a luxe sportscar, struts inside, and proceeds to strip down to nothing but his all-black BOSS ONE Bodywear trunks. From there, it’s all about effortless cool — whether he’s working out, lounging or showering, it’s clear he doesn’t mind being watched in his new underwear (insert cheeky smile and a wave). And with boxers this nice, who could blame him?

“I once said that my bodywear modelling days had come to an end, but when BOSS shared their ambition for the range and brought in my good friends Mert and Marcus to shoot the campaign with their brilliant creative ideas I simply couldn’t refuse,” said Beckham in a press release. “The new BOSS ONE collection is beautifully made. I’m proud to support BOSS in our long-term strategic partnership with this campaign.”

At the London launch event, Beckham was joined by his wife, Victoria, and their youngest children as they celebrated the unveiling of the BOSS ONE Bodywear collection. The immersive evening featured the campaign projected on 360° screens, with light shows and DJ sets by Mark Ronson and Honey Dijon setting the mood. Among the glamorous crowd was FASHION’s creative and fashion director George Antonopoulos, while other celebrities like Gemma Chan, Jodie Turner-Smith, Gordon Ramsay, and Luke Newton also took in the scene.

But the buzz doesn’t stop there. The German brand has big plans for the BOSS ONE Bodywear collection. In a first for BOSS, the campaign will roll out across major streaming platforms like Netflix, Amazon Prime, and HBO Max, bringing the visuals to audiences worldwide. Expect to see Beckham on massive billboards, in BOSS stores, and in collaborations with top influencers.

And if that’s not enough, BOSS is also launching pop-up stores and exclusive vending machines at select locations across Europe and the U.S. So yes, prepare to see a lot of Beckham in those trunks. But really, who’s complaining?

The BOSS ONE Bodywear collection at boss.com starting on February 1.