Beckham leads from the front

British menswear brand Kent& Curwen showcases its 2017 autumn/winter collection in Shanghai.[Photo provided to China Daily]

The brand showcased its 2017 autumn/winter collection, the first in collaboration with Beckham, which reinterpreted the classic cricket sweater and the rugby shirt.

The brand also launched a "Shanghai Club" capsule collection of blazers and polo shirts, which is available in an exclusive pop-up store at Lane Crawford Shanghai.

Daniel Kearns, creative director of Kent & Curwen who has worked with Louis Vuitton and Yves Saint Laurent, has teamed up with Beckham to reinvent the brand.

"We want to instill in each piece that sense of heritage, while the washing and treating give it a contemporary edge. It is about using techniques to marry the heritage of the brand with a contemporary look," Kearns says.

Kent & Curwen, which is owned by Trinity International Brands, has a five-year agreement with Beckham, who is involved on all levels - from product development and market expansion, to advertising, store design and location - according to Women's Wear Daily.