Beckham keeps H&M high in the fashion stakes

The fast-expanding Swedish budget fashion group said sales at stores open a year or more rose 2 per cent. Total sales, including newly opened stores, were up 11 per cent.

“In light of market data ... this shows H&M is doing relatively well,” said an analyst.

David Beckham fronts H&M’s bodywear range and yesterday launched a new advertising campaign for the partnership.

The ads will coincide with a ‘statue stunt’ planned by the retailer with larger-than-life Beckhams going up in New York, Los Angeles and San Francisco. New products will be added to the collection later this fall.

Mr Beckham said: “I’m very happy that so far people seem to like it and the first season was incredibly successful.

“The challenge is to keep it going and establish a brand that will last many years. That is my ambition.”

Mr Beckham said he values the input of H&M designers, especially when it comes to their technical expertise, to get products to the point where he wants his name on them.

He added: “Working with a team has always been a key part of my life.”

H&M has Yorkshire stores including Sheffield, Leeds, Huddersfield and Hull.