Beckham, BMW and Belstaff.

Hustle and bustle on London's Bond Street.

The rumbling of powerful engines signalled a highlight of the London Fashion Week: the opening of the Belstaff shop. Headlights flared up in the evening twilight. Several bikers wearing leather and waxed jackets ride in front of the trendy shop. Exactly what the photographers had been waiting for. In the thick of it: fashion icon David Beckham. He almost brought the hustle and bustle of London's trendy Bond Street to a standstill. His companions arrived in front of the shop on fashionable Café Racers and Custom Bikes. Many of them brought along their own BMW custom bikes. Among them were Fred Jourden and Hugo Jezegabel from Blitz Motorcycles in Paris. And the BMW boxer fan trio of Berliners Christoph Köhler, Marko Kramer and Martin 'Lemmi’ Lemcke – better known as MotorCircus – were not to be missed either.

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I’m nowhere near as cool or as good looking as Steve McQueen, but I’m wearing the same clothes as him. «

David Beckham

Beckham – the new face of Belstaff.

Beckham – the new face of Belstaff.

In front of crowds of paparazzi photographers, Beckham was unveiled as the new face of the famous English outdoor clothing brand. Dressed from head to toe in leather biker clothing from the current collection, he was paraded alongside the BMW Concept Ninety and accompanied by a crew of bikers and models. Directly alongside the BMW Concept Ninety stood Beckham – who has played at Manchester United, Real Madrid, AC Milan, LA Galaxy and Paris Saint Germain – the personification of the cool biker. He politely thanked each and every motorcyclist who had made sure the show went on alongside him despite the cold and wet autumnal weather.

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Precisely the right brand.

Precisely the right brand.

In the luxury Mayfair showroom, Beckham, who has since retired from the ‘beautiful game’, mingled with guests, among which were several fashion magazine editors, pop stars, actresses, models and socialites. The former captain of the English national side held intense discussions on motorcycles and his new role for Belstaff.

"I love motorcycles, but my active career never gave me the chance to ride. Now on the other hand, I'm glad to have the time. I have 12 machines now. This is a special evening for Belstaff – it is an honour to be a part of it. Steve McQueen was one of the first ambassadors, and the label suits me really well as a biker. I’m nowhere near as cool or as good looking as him, but I’m wearing the same clothes as him,” he joked.

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