British male model David Gandy is giving David Beckham a run for his money, having unveiled his first underwear collection for high street giant Marks and Spencers.
Posing in front of numerous cardboard cut-outs of himself in the underwear at the launch event, David said: "Partnering with a great British brand like M&S felt the perfect fit right now."
The 34-year-old added: "We've been working closely for a few years, so it felt like a natural progression to collaborate with them on my own range.
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David Gandy unveiled his new underwear collection for Marks & Spencers
"It's a really exciting time for me, seeing the collection that we've worked on for almost a year go into stores all over the world. Being able to visit some of those, meet customers and fans and see their reactions to the range we've created is something I'm looking forward to a lot - I hope they like it!"
David will make a four-stop world tour to promote the collection, including Hong Kong.
He continued: "I've focused heavily on the detail of every product from the quality of the fabrics, great comfort and fit, to the signature houndstooth print that features on the packaging and internal linings.
David smoulders in the racy campaign
"'Hopefully, together, we have created an underwear range that is unique, offering a premium range available at high street prices."
Called David Gandy for Autograph, the collection will be made up of 28 items, including sleepwear and boxers.
It follows in the footsteps of Rosie Huntington-Whiteley's collection for the British brand earlier in 2014.