02/02/2012 12:12 GMT

David Beckham Launches New H&M Underwear Range With In Store Appearance

If you heard David Beckham was going to be present at the launch of his new underwear range, you would have thought he'd have been modelling his new products himself, no?

So imagine the disappointment of the army of fans who turned up at the Regent Street branch of H&M in London's West End to see Becks in his kecks, only to find him layered up.

Ok, so it was freezing yesterday so we can understand why Becks opted for a chunky knit, plus the chilly temperature wouldn't have done much for his golden balls.

The footballer's range of underwear, Bodywear For Him, went on sale yesterday at H&M stores across the country and fans turned out to catch a glimpse of their hero at the London flagship store.

But the nearest they got to a semi-naked Golden Balls were the full size silver statues that had been erected around the store to celebrate the launch.

David took to the catwalk in his white cardi teamed with a pair of jeans, posing for the paps before meeting fans and signing some of his boxers.

Earlier in the day, an absent Posh sent her well wishes to her hubby via Twitter, posting a link to a video of him modelling the collection.

"Very excited about David's #Beckhamforhm bodywear launch in London!!!," she wrote

After the afternoon's formalities were over Becks headed to the official after-party at The Arts Club in Mayfair, sharpening up his look in a grey suit.

And he took an army of showbiz pals with him too.

Among those invited were Victoria's ex Spice Girl chum Emma Bunton, close friend Tana Ramsay, X Factor host Dermot O'Leary and funnyman James Corden.

It was a long night by the looks of it as Becks and James were spotted sneaking out the back door of the club at 3am.