Beckham leads from the front

Chinese photographer and visual artist Chen Man at the Shanghai event.[Photo provided to China Daily]

The brand now has more than 100 stores globally with more than 70 in the Chinese mainland.

"Asia is a very important market for us," Kearns says. "It is really important to bring the new vision that we have been working on here, and explain it with some pieces from the collection, so everyone can live and breathe the new vision of what we are trying to do."

Beckham's own style is also seen in the collection, he says.

"David has an effortless style, whether it is formal or casual. What we want to do is to put that easiness into every piece," Kearns says.

Known for his impeccable style, Beckham says he also has moments - when he thinks he should not have worn certain pieces. But for him, the key to finding style is simple.

"It is to be true to yourself. Don't try to be somebody else. Wear what you love and what you feel comfortable with. It is one of the things I have always believed in."

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