The footballer appeared at the Regent Street branch of high street store H&M in London's West End.
The shop displayed several giant statues of the former England captain modelling a pair of trunk briefs from his Bodywear range.
But the real-life Beckham was fully clothed, wearing a thick cream cardigan and blue jeans as he posed for photographers.
When the collection was first announced, he said: "Over the past year, I've been developing my Bodywear range with my team and I'm extremely positive about what we have designed and produced."
David's wife Victoria was keen to offer her support to his new venture. According to the Metro, she tweeted: "Very excited about David's #Beckhamforhm bodywear launch in London!!!"
Beckham has previously modelled underwear for Italian fashion house Armani.
The H&M collection, which includes underwear, socks, vests and pyjamas, will be available to buy from today.