David Beckham new face of Belstaff

London-born-and-raised, the sports star is officially one of the city’s modern icons, a fate sealed last summer as he raced along the River Thames in a speedboat to deliver the Olympic flame during the London 2012 opening ceremony. 

But it was a different kind of opening ceremony for Beckham last night. The recently retired footballer fêted the brand’s new 26,000 square foot flagship store on New Bond Street with a motorcycle parade on the famous shopping street, which had been especially closed off for the occasion. 

Becks and Belstaff also teamed up for a new campaign for Spring 2014 shot by Peter Lindbergh and inspired by one of the brand’s most famous fans, celluloid and motorsport legend Steve McQueen. 

Like previous campaign star Ewan McGregor (who famous completed a round the world motorbike tour) Beckham is something of a petrolhead himself, with a couple of hogs at his Los Angeles home.

“What I love about riding is the freedom part,” he told WWD. “When you’re out there, no one knows that it’s you. You have a full-face helmet on, so you enjoy just being alone.”

And it was via his bikes that he first found Belstaff: “I was looking for a cool biker jacket. So I went into this vintage store and came across this vintage Belstaff jacket. I bought it and have worn it ever since.”

David Beckham shops in thrift stores! Who knew?