Beckham leads from the front

From right: Kent& Curwen's creative director Daniel Kearns, David Beckham and Chinese actors Yuan Hong, Huang Kaijie and Fang Lishen at the Shanghai event.[Photo provided to China Daily]

Video: Interview with David Beckham

British menswear brand Kent & Curwen is reinventing itself with a British soccer hero in the lead. Sun Yuanqing reports from Shanghai.

When it comes to men's style, there are few who are more convincing than David Beckham. Having modeled for Armani, designed for H&M and launched his own fragrance line, the former-footballer-turned-style icon is now carving out his own fashion territory with British menswear brand Kent & Curwen.

Beckham visited Shanghai earlier this week bringing the brand's latest collection to the city.

As a long-term partner of the brand, this time Beckham is not just the face of the brand, but also the brain behind it.

His ambition is to turn this 91-year-old heritage brand into a label that reaches different generations.

"We are a brand that has been around for many years, but we are evolving in so many different ways and styles. We want to be a brand that hits different ages," he says.