H&M’s Modern Essentials fall collection hits stores and HM.com Oct. 1, and while the brand usually taps big-name models to star in its campaigns, this time they went a different route. The Swedish fast-fashion retailer brought in David Beckham, who has modeled for the brand before, and comedian Kevin Hart.
It’s an unlikely duo, but naturally, Hart brings humor to the usually serious, provocative underwear campaigns Beckham has done for H&M in the past.
Previously, the two teased the campaign on Instagram and had been spotted filming in New York. Now H&M has revealed a video several minutes long in which Hart comes to stay with Beckham in preparation to take on the role of Beckham in the upcoming fictional film “I, Beckham.”
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Hart does everything Beckham does, even attempting to walk and talk the way the British soccer star does. Throughout the video, Beckham and Hart wear matching outfits.
“His comedy is all about observation, and he noticed all the little things that I don’t even know about myself,” said Beckham. “I had the best time working with Kevin, and had to stop myself from laughing the whole way through the shoot. Keeping a straight face was one of the hardest jobs I’ve done. “
The collection includes jeans and trousers, jackets, shirts, sweaters and underwear. While this particular line doesn’t include shoes, H&M has an array of footwear on offer, from sneakers to Chelsea boots to Oxfords, most of which are under $100. The store’s location in Herald Square in New York, which opened earlier this spring, boasts an entire department dedicated to shoes.
Beckham is often seen wearing Adidas sneakers, particularly the Stan Smith style. In 2003, he signed a lifetime agreement with Adidas that is reportedly worth $160 million. Earlier this week, he was in Dubai at the opening of Adidas’ new flagship location there.
After taking part in both undergarment and apparel lines for H&M, it seems only natural that his next step for the brand should be footwear. We’ll be waiting patiently, Beckham.
Watch the video below.