British menswear reinvents itself with Beckham in the lead

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.

Know 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."

His wife, former Spice Girl Victoria Beckham, who owns her own namesake label, has been one of his allies in the fashion business.

"Obviously Victoria has got a very busy and successful business. We talk to each other about both businesses. She kind of lets me get on with mine and I let her get on with hers."

His oldest son Brooklyn Beckham, who is now 18, is also very fashion-conscious.

"That is one great thing about having young children. I have an 18-year-old boy who wears Kent & Curwen probably every single day. Before I wear a piece, he has already gone to my wardrobe and taken it. That is how you get to know what youngsters want to wear."

Contact the writer at sunyuanqing@chinadaily.com.cn