FAMILY AFFAIR: The Beckhams came out in full force to support David Beckham’s steamy Boss One underwear campaign reveal in King’s Cross, London, on Thursday.

David Beckham is bringing the heat in his sexiest Hugo Boss campaign yet, stripping down to nothing but his underwear. The smoldering images demanded attention, as did the accompanying video - both shot and directed by the legendary fashion photography duo Mert and Marcus - which instantly went viral.

David Beckham can finally eat a decent meal again. 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.

Victoria Beckham attends the premiere of "Lola" at Regency Bruin Theatre on Feb.3, 2024 in Los Angeles, Calif.; David Beckham for Hugo Boss

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.