***Updated Wednesday April 4, 8.32am: *** The advertising images featuring a topless David Beckham modelling his own underwear range for H&M have been called "offensive" by three people who complained to the Advertising Standards Authority. Two of those who objected also added that the ad was "irresponsible" because it "contained material that they said was unsuitable for children to see" - but the ASA rejected the claims, despite conceding that Beckham looked "mildly sexual" in the images.



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"The ASA noted that there was no explicit nudity in the image, and that the ad was for an underwear range," the findings stated. "We considered that the nature of the product meant viewers of the ad were less likely to regard the ad as gratuitous or offensive, and considered that the poses and facial expressions of David Beckham were mildly sexual at most. While we acknowledged that some viewers might consider the images distasteful, we concluded the ad was unlikely to cause serious or widespread offence."



SEE DAVID BECKHAM'S STYLE, THEN AND NOW



Updated Tuesday February 7, 10.21am: Despite being comfortable enough to bare almost all in the photoshoot for his new underwear collection, watching the ad's debut during the Super Bowl this weekend was another story altogether for David Beckham.



SEE BECKHAM MODEL HIS COLLECTION



"When we were watching the Super Bowl yesterday in a room of about 20 people and it came on and I actually didn't know where to look," he told a US radio station yesterday. "I'm very shy. It was kind of embarrassing," he admitted.



And, it wasn't only David who was left feeling embarrassed by the ad.



"The kids loved it but they were also embarrassed as well because there were other people in the room," he laughed.



SEE THE BECKHAM BODYWEAR COLLECTION



Updated Thursday February 2, 9.31am: David Beckham has grand plans for his fashion future, having yesterday launched his H&M underwear collection.



"I want to be as big as Calvin Klein, to achieve something like that," he said.



SEE BECKHAM MODEL HIS COLLECTION



Speaking at a London press conference, following a two hour in-store signing event, the footballer added that his sons aren't so impressed with his latest project.



On glimpsing their dad modelling his designs, Beckham confessed their reaction was, "Oh my god daddy, not again. It's good, but everyone is going to see you in your pants!"



Meanwhile, the birth of his baby girl Harper has put an end to the family's "naked days", he explained: "I definitely walk around the house in my underwear. But not naked. With the boys it's not a problem because they're naked all the time, but with a little girl now it is different."



As for wife Victoria, he expressed his own pride at her success: "I'm so proud of what she's achieved - to go from a Spice Girl to being taken seriously in the fashion industry, she's worked really hard and she deserves every success she's had."



Beckham's Bodywear collection goes on sale at 1,800 H&M stores today.



SEE THE COLLECTION HERE



Updated Wednesday February 1, 9.53am: Designer Victoria Beckham has offered her approval of husband David's new H&M underwear collection, which will be unveiled to selected members of the press today - with the football star himself in attendance. The official launch will take place tomorrow, when the line will go on sale to the public.



"Very excited about David's #Beckhamforhm bodywear launch in London!" she tweeted last night.



SEE THE COLLECTION HERE



Updated Tuesday January 31, 8.46am: David Beckham fever has well and truly hit London, ahead of his H&M underwear launch tomorrow. Giant shopping bags bearing the footballer's face have been deposited in different locations across London, including Tower Bridge, Covent Garden, Pottersfield and the two Westfield shopping centres. The Swedish chain has also posted its soon-to-be televised advert, starring the man himself, on YouTube. The black and white film, which is bound to brighten up your morning, shows Beckham modelling the collection to the sounds of Don't Let Me Be Misunderstood by The Animals. The advert will air this Sunday 5 during the first break of the Manchester United vs Chelsea match.



WATCH THE FILM HERE



SEE THE COLLECTION IN FULL



<a href="http://www.vogue.co.uk/spy/celebrity-photos/2012/01/26/david-beckham-style-file/gallery"> LOOK BACK AT DAVID'S STYLE HISTORY</a>



Updated Wednesday January 18, 1.33pm: David Beckham will take to the small screen to model his new H&M underwear collection, through a new television advert airing in the UK on Channel 4, Channel 5, Sky multi-channel and 4 on Demand on February 2 - the day the line launches. The commercial will also be shown in the break of the Manchester United vs Chelsea match on the first Saturday the collection will be available - Saturday February 5.



<a href="http://www.vogue.co.uk/news/2011/07/28/david-beckham-for-hm---bodywear/gallery"> SEE THE BECKHAM COLLECTION HERE</a>



Updated Wednesday January 4, 9.21am: <a href="http://www.vogue.co.uk/search?q=beckham">David Beckham</a> has unveiled his new bodywear collection for the first time and has unsurprisingly stayed close to home when picking a model for his debut H&M collection. Sporting the collection's vests and briefs, the footballer showcases his first independent foray into design - from the collection which also features T-shirts, pyjamas and long johns.



<a href="http://www.vogue.co.uk/news/2011/07/28/david-beckham-for-hm---bodywear/gallery"> SEE BECKHAM'S COLLECTION IN FULL</a>



<a href="http://www.vogue.co.uk/news/2011/06/21/versace-collaborates-with-handm/gallery"> SEE THE LATEST VERSACE FOR H&M</a>



"Working with a team has always been a key part of my life and I found that to be the same when developing this range," Beckham said. "Collectively with my design team we spent time working on the feel, fit and style to ensure the product is not only something I would wear but one which I would be proud to put my name to. I always want to challenge myself and this was such a rewarding experience for me. I'm very happy with the end result and I hope H&M's male customers will be as excited as I am."



<a href="http://www.vogue.co.uk/news/2011/06/21/versace-collaborates-with-handm/gallery"> SEE ALL THE H&M COLLABORATIONS HERE</a>



<a href="http://www.vogue.co.uk/news/2011/06/21/versace-collaborates-with-handm/gallery"> </a>The collection, which goes on sale on February 2 in time for Valentine's Day, is H&M's latest collaboration coup, with <a href="http://www.vogue.co.uk/news/2011/06/21/versace-collaborates-with-handm"> collections from Versace</a> and <a href="http://www.vogue.co.uk/news/2011/11/29/marni-for-hm-collection---pictures--news"> Marni</a> already slated for launch this year.



"The David Beckham Bodywear collection for H&M is full of pieces that men will love," Ann-Sofie Johansson, H&M's head of design, said. "It's an amazing debut collection, with so much attention paid to the function and quality of the garments. David Beckham is one of the most respected men in the world today, and I can't wait to see how the range will grow and evolve in the seasons ahead."



"The collection is a first in a longterm partnership with H&M, which will seasonally develop with new styles, new fabrics and new patterns which will all follow the quality-focused blueprint of David's new classics," the brand said in a statement.



<a href="http://www.vogue.co.uk/news/2011/06/21/versace-collaborates-with-handm/gallery"> SEE THE VERSACE FOR H&M COLLECTION IN FULL</a>



Updated Thursday July 28, 7.56am: David Beckham is H&M's latest signing - the footballer and fashion icon has teamed up with the Swedish high street store to launch his bodywear range for men. The collection - which is not a collaboration but rather a long-term distribution partnership, we're told - will be launched on February 2 2012 worldwide, in time for Valentine's Day.



"Over the past year, I've been developing my Bodywear range with my team and I'm extremely positive about what we have designed and produced," Beckham said. "The final piece in the jigsaw was a retail partner who has the vision and capability to distribute these products globally. In <a href="http://www.vogue.co.uk/search?q=H&M">H&M</a> we have found the perfect partner to collaborate with going forward, I'm excited and looking forward to showcasing the range to H&M customers from February."



"This partnership with H&M is an important step in the evolution of David's journey from sporting hero to entrepreneur and icon", says Simon Fuller, <a href="http://www.vogue.co.uk/search?q=beckham">David Beckham's</a> long time business partner. "H&M's enthusiasm and support for this venture, combined with their scale and reach, will continue to enhance the power of David's image around the world."



The range will be available from 1800 H&M stores in around 40 countries worldwide.



YOU SHOULD SEE: <a href="http://www.vogue.co.uk/spy/celebrity-photos/2012/01/26/david-beckham-style-file/gallery"> David's style history...</a>



YOU SHOULD SEE: <a href="http://www.vogue.co.uk/news/2011/07/27/david-beckham-fashion-advice-from-victoria"> Who David Beckham gets his fashion advice from...</a>



YOU SHOULD SEE: <a href="http://www.vogue.co.uk/news/2011/07/11/victoria-beckham-gives-birth-to-daughter--baby-news"> David with baby Harper Seven...</a>