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.

David Beckham can finally eat a decent meal again. 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.

The visuals portray Beckham arriving in style—a sports car, a New York City penthouse, and the iconic drumbeat of ‘In the Air Tonight,’ bringing together luxury, masculinity, and the unmistakable New York City energy. To be succinct, the dream of any man at the peak of his life coming home to his bachelor pad.

FAMILY AFFAIR: The Beckhams came out in full force to support David Beckham’s steamy Boss One underwear campaign reveal in King’s Cross, London, on Thursday.

When a male celebrity does an underwear ad, the adoring and thirsty comments come rushing their way – just think of when Jeremy Allen White did that Calvin Klein campaign or when Michael B. Jordan posed in that iconic underwear.

David Beckham stepped out in London on Thursday night to launch his latest steamy BOSS campaign, with wife Victoria and kids Romeo, Cruz and Harper all in attendance

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.