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.

"I once said that my body wear modeling days had come to an end," Beckham explains before opening up on why he decided to strip down and show off his still-stellar physique for a Boss campaign.

David Beckham bares all at 49 in racy BOSS underwear campaign - The footballer turned Boss ambassador joins the new wave of pin up celebrity male underwear models

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.