Beckham launches Belstaff store

David Beckham attends the opening of Belstaff House on New Bond Street Credit: Matt Crossick/Matt Crossick/Empics Entertainment

David Beckham has joined fashionistas Jemma Kidd, Jodie Kidd and Pixie Lott as Belstaff opened its newest flagship store in Bond Street.

David Beckham (centre) at a photocall for the opening of Belstaff House, New Bond Street, during London Fashion Week Credit: Dominic Lipinski/PA Wire/Press Association Images

The launch was marked with a motorcycle parade down New Bond Street. David Beckham was unveiled as the face of the brand's Spring/Summer 2014 campaign.

Pixie Lott attends the opening of Belstaff House on New Bond Street Credit: Matt Crossick/Matt Crossick/Empics Entertainment

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Beckham in leather

David Beckham, David Gandy, Jemma Kidd, Jodie Kidd and Pixie Lott, have celebrated global British luxury lifestyle brand Belstaff’s newest flagship store in New Bond Street.