David Beckham brought Regent Street to a standstill yesterday.
Launching his bodywear range for H&M at the brand's flagship store in the capital, hundreds of fans lined the street to see the hunky star in all his glory.
And they weren't disappointed - even if he wasn't in his pants.
UPDATE: Thursday 2nd February
Just after 4pm, Mr Beckham arrived at the full-to-bursting H&M store to officially launch his line with the Swedish retailer.
Looking suave in a chunky-knit cardigan, crisp white shirt and jeans, the 36-year-old looked humbled as he walked through the throngs of people. He posed for the bank of photographers before meeting and greeting fans and signing T-shirts and underwear from the line - what a gent.
David previously said of the collaboration: "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."
We don't know about the male fans but us ladies definitely are, and long may it continue.
Read on for more info on the build-up to the launch.
By Lisa Cowan
Tuesday 31st January
Mr Beckham is popping up topless all over London.
Sadly not the man himself, but the next best thing, in our opinion.
Ahead of the release of David's Bodywear underwear line tomorrow, H&M have planted giant shopping bags around London featuring a stripped down Becks.
If you're keen to catch a glimpse then head to London Bridge, Covent Garden, Pottersfield or one of the two Westfield shopping centres, where his torso takes pride of place.
Or, if you'd rather appreciate him from the comfort of your desk, check out the ad below, due to air on Sunday.
Warning: It's pretty steamy stuff.
Check out more celebs who've starred in steamy campaigns in the gallery below.
Check out our pick of the best ladies underwear from the Sky Living Shop.
What do you think of David's H&M ad? Join the discussion on the Sky Living Facebook page, tweet us @SkyLivingOnline or sign up to our daily newsletter.
