Beckham debuts darker locks at Hugo Boss show in Milan as Becker goes lilac at Boss event

David Beckham turned heads at Hugo Boss's Milan show, unveiling a deeper brown hair color and a noticeably darker beard as he attended the event. The former England captain did not walk the runway, but he held court in the front row, where his presence lent a family-friendly flash of celebrity to a brand-conscious evening in the city.

Beckham arrived in a chocolate brown velvet suit paired with a black polo neck jumper, a look that drew comparisons to classic sharp-dressed silhouettes of yesteryear. His styling choices reflected a broader autumnal mood that sees hair color shifting toward richer browns and deeper tones, a trend the star has embraced in recent months. He has long been associated with the Boss label in more ways than one: beyond serving as a brand ambassador for Hugo Boss's autumn/winter 2025 campaign, he has also co-designed a second capsule collection for the German brand. Before the show, he shared a shirtless selfie from a hotel balcony with a playful caption that reinforced his connection to the label, writing, “I promise I’m wearing BOSS,” followed by a boxer short emoji.

The Milan appearance was part of a wider moment for the Beckhams in fashion circles. While David was in the spotlight at Boss, his 23-year-old son Romeo Beckham had just taken his own first steps on the London Fashion Week runway—though not with Hugo Boss. Romeo made his debut for H&M in a separate show last week, signaling that fashion remains a family affair for the Beckhams as both explore their own style narratives on major stage settings.

In the concerted showcase of sport and fashion personalities that surrounded the Boss presentation, Boris Becker also made a memorable appearance. The 57-year-old former tennis champion wore a lilac suit that stood out among the neutral palette of the collection. He arrived with his pregnant wife, Lilian de Carvalho, adding a personal milestone to the public-facing event. The duo was joined by sports presenter Alex Scott and her partner, the singer Jess Glynne, who both presented themselves in Boss tailoring that leaned toward understated chic and modern tailoring silhouettes. The atmosphere among attendees was one of polished elegance, with other stars on hand including Meghann Fahy of White Lotus, who stepped out in an oversized navy three-piece suit—an unmistakable nod to the Boss aesthetic of clean lines and tailored precision.

The gathering underscores Hugo Boss’s continued appeal across disciplines, drawing in athletes, actors, and music personalities who align with the brand’s mature, refined image. For Beckham, the Milan appearance reinforces his ongoing role with Boss as both a campaign face and a collaborator, reinforcing a strategy that pairs celebrity influence with product design. The brand’s ability to fuse sport, cinema and music with fashion appears to be paying dividends, particularly as Boss continues to expand its Spring/Summer 2026 showcase and deepen its ambassadors’ profiles across European fashion events.

Beckham’s look—its color palette, its velvet texture, and its minimalist yet tailored silhouette—also reflects a broader shift in autumn fashion toward richer fabrics and darker hair tones for high-profile figures. The front-row presence, coupled with the Instagram activity that preceded the show, offered a calculated narrative: a global fashion icon maintaining relevance through both style and micro-celebrity moments. This is especially relevant as Beckham balances public appearances with his business commitments, including campaigns and collaborations that extend his influence beyond football into lifestyle branding.

As Milan Fashion Week continues, the Boss lineup will likely keep drawing attention from observers who track how sport-adjacent celebrities translate their personal branding into full-fledged fashion statements. For now, the emphasis remains on the melding of classic tailoring with contemporary, sport-influenced prestige, a signature that Hugo Boss has been cultivating for several seasons. The presence of Becker and his circle adds a complementary layer of athletic chic to the event, reinforcing the brand’s seamless blend of performance and everyday luxury. And with Meghann Fahy’s navy ensemble offering a contrasting take on the same design principles, the guests’ outfits collectively showcased a spectrum of Boss styling—from the timeless to the trend-forward—against the backdrop of Milan’s fashion-forward crowd.