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David Beckham launches Belstaff flagship store in London

David Beckham helped launch the opening of the new Belstaff store in London on September 16th.

The 38-year-old retired football superstar is also the new face for the British luxury brand 2014 Spring and Summer ad compaign.

CLICK HERE TO VIEW THE FULL David Beckham launches Belstaff flagship store in London - Photo Gallery

Beckham, who hung up his spiked shoes earlier this year donned the label's Kendal biker jacket (€1,885) with matching leather pants, and posed next to a BMW vintage motorcycle after a traffic stopping motorcycle parade down the fashionable New Bond Street - which had been especially closed off for the occasion – to help open Belstaff’s new 26,000 square foot flagship store.

Belstaff’s new ad campaign for Spring/Summer 2014 with Beckham was shot by Peter Lindbergh and inspired by the one and only legendary King of Cool, Steve McQueen; who used to also race dirt bikes (the documentary On Any Sunday is must see for any biker fan).

Beckham actually owns a couple of custom bikes himself, and he told WWD, “What I love about riding is the freedom part. 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.”

The new face for Belstaff, however has been photographed riding with a jet helmet and not a full face one ,and replaces actor Ewan McGregor – known for his "Long Way Round," motorcycle documentary.

McGregor has been fronting Piaggio’s 2013 ad campaign for the new Guzzi California 1400.

As a rider Beckham said “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.”

The event was also attended by Lord March, whose Goodwood Estate hosts the Goodwood Festival of Speed, as well as Jade Parfitt, Jemma Kidd, Edie Campbell, David Gandy, Tommy Hilfiger and Pixie Lott.

CLICK HERE TO VIEW THE FULL David Beckham launches Belstaff flagship store in London - Photo Gallery

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