Somewhere between football pitches, front rows and campaign sets, he’s become one of fashion’s most reliable denim wearers – and Tommy Hilfiger noticed that too. For Autumn 2026, the American label hands Beckham the keys to one of New York’s most recognisable addresses, The Mark Hotel, for its latest ‘Always Denim’ campaign. “There’s no right or wrong way to wear denim. Together, they move between hotel suites, city streets and Manhattan rooftops in a wardrobe built around the one thing Tommy Hilfiger has championed since the brand’s earliest collections in the 1980s: denim. This campaign celebrates that legacy through a new generation, showing how the classics continue to be reimagined in personal ways.”