Well, if you can't get your man those silky footballing skills, outlandish tatoos or lush locks, fear not, all is not lost. Westfield London provided a glimpse of David Beckham's new collaboration with high street fashion chain H&M. A giant shopping bag with a moody facade of Beckham in his underwear greeted pedestrians and shoppers at the approach to the shopping mall. It is all to promote the LA Galaxy's footballer's debut underwear range designed with H&M and set to launch on February 2. The range includes vests, briefs, T-shirts, pyjamas and long johns.

Beckham said: "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. 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."

He won't have long to wait to discover if his latest efforts have gone down well with British men. Beckham follows in the footsteps or taut torsos of famous sportsmen who have ventured into the deep recess of the under-garment world, the spirit of Swedish Tennis maestro Bjorn Borg was reincarted in a line of male underwear at the end of his glittering career. Beckham, considered a branding genius, already has a perfume line with wife Victoria.