Must Have PR
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I would like to say a thank you to H&M for cheering me up on this most baltic of mornings with a fine display of eye candy in the form of golden balls himself adorning the entire frontage of their Oxford Circus store in his smalls.
It would usually be perceived as a risky move for a clothes retailer catering predominantly to a female audience to dress a shop front with male-only advertising, but Becks has a special talent of appealing to men and women alike, and there isn’t a female worth her weight in shopping bags that would be put off entering H&M by their current choice of model…or does it go even further than that? Maybe H&M aren’t trying to attract the boys at all and it’s all about luring in the girlfriends in the hope that they will transform their other half into a fantasy footballer at the slipping on of a pair of David Beckham Bodywears. Male blogs and fashion journalists seem to be divided, Joe.ie ‘It’s Man’s stuff’ is of the opinion that H&M are shamelessly attracting six pack loving women, whereas Luke Leitch at the Telegraph seems to rate them, saying ‘The pants look rather fine’.
Whether H&M’s tactic was male or female focused doesn’t really matter at the end of the day…either way I predict a sell out and the juggernaut that is the Beckham brand motors on.
