David Beckham is one of the most photographed men of the 21st century, with his image dominating the media for decades and helping to turn him and his family into a global brand – now a new BBC documentary explores how he did it
From leaping over his teammates with a cheeky grin as a kid at Ridgeway Rovers, to that infamous sarong photo and his iconic Attitude cover shoot, there’s no shortage of striking images of David Beckham.
One of the most photographed men of the 21st century, Beckham’s image has been splashed across pages, screens and billboards for decades, dominating the media.
Who can forget the moment, captured at the 1998 World Cup in France, when Beckham was sent off with a red card? Or the extravagant, theatrical OK! Magazine photo shoot of his wedding to Victoria in July 1999, with those bold purple matching outfits? These images have helped turn David, and indeed the Beckhams, into a global brand.
Beckham, now 51, has reinvented himself countless times, constantly evolving his look – from peroxide ponytail to edgy skinhead, from East London lad to aristocratic country gent, from footballer to fashion icon.
In a revealing documentary, to be screened on BBC2 next month, Beckham’s life and career are told through the lens of ten of the most iconic Beckham images of all time. The film also scrutinises Brand Beckham, observing how the footballing legend changed attitudes to celebrity, masculinity and class.
He has used the power of his own image to broaden his appeal, hold our attention – or at times of scandal or controversy, cleverly redirect it. PR agent Alan Edwards, who managed the Spice Girls, says: “Beckham is the most influential footballer, in the bigger sense of the word, that there has ever been.”
Jackie Cooper, global chief brand officer for Edelman, adds: “This was someone who had more intent than just being an amazing person on a pitch. “Brands need fame, fame needs brands. That was the perfect combination.”
The earliest iconic image shows Beckham aged 10 in 1985, jumping over his teammates at Ridgeway Rovers FC in Chingford. Micah Hyde, who can be spotted two kids to the left of Beckham in the photo, says: “I remember this photo. I’m the one laughing, watching David jump over some of our team mates. He had immense talent, fantastic at striking the ball at a young age.
“His quality was way above the general age group of the players we played against. David was addicted to football. Driven, focused from a young age.”
It wasn’t long afterwards that TV producers glimpsed some talent, and Beckham was on daytime TV doing keepy-uppies after winning a contest, before returning to the screen in 1990 when he was signed, age 14, for Manchester United. As Beckham became part of the Class of ‘92 Manchester United youth players, which included Ryan Giggs and Paul Scholes, he realised his image could sell everything from football boots to sunglasses and hair gel.
Soon Beckham had his first fashion shoot, for a Brylcreem campaign in 1997, where he looked more like a male model than a footballer, standing on an urban rooftop. Hettie Judah, author and art historian, says: “He’s got his weight over on one hip, he’s got one leg cocked. The fact that he’s got his hands behind his back and he’s got the jacket pulled back is really emphasising his broad shoulders, the tiny waist.
“A lot of attention is pulled to the crotch area. It’s very much making you aware of what will soon be referred to as Golden Balls’ golden balls. There is swagger.”
And that was just the start – when Beckham met Posh Spice, who was infinitely more famous than him at the time – his fame skyrocketed. Alan Edwards recalls: “David was incredibly shy when I first met him. He’d literally be looking down at the ground when I was talking to him. But he was treating it all as an adventure.”
Then a photo was snapped in France in 1998 while the couple were heading out to dinner that rocked the nation. Becks was wearing a sarong. Alan says: “The sarong. This shook the world. It was unthinkable for a footballer to wear that.”
Dylan Jones, former editor of GQ magazine, says: “It was a big cultural moment. It changed people’s attitudes towards footballers, but it mainly changed people’s attitudes towards him.”
Hettie adds: “Victoria is looking down, she fades into the background. All of the attention is on him. He’s the peacock in this image. He knows he’s going to be photographed, he knows he’s going to cause a sensation. He’s pushed the boundaries of what was normal or acceptable.”
But just months later, Beckham’s luck turned on a dime, when he was given a red card during England’s last-16 match at the World Cup in France on 30th June, 1998. Referee Kim Milton Nielsen sent the England hero off for kicking out at Argentina’s Diego Simeone. Hopes had been high, but England lost on penalties.
Alan says: “I was at that game. Suddenly the world changed. Beckham took the blame for the whole thing, it was ridiculous. He was public enemy no.1.”
Hettie adds: “It’s an extraordinary photograph, an image of high drama. It’s Beckham in a moment of isolation.”
Beckham knew he needed to find his way back into the hearts of his fans – fortunately he and Victoria were about to get hitched in the wedding of the century at Luttrellstown Castle, near Dublin, on July 4th, 1999. The couple sold exclusive coverage to OK! Magazine for a reported £1 million, and everyone wanted a copy to pore over the matching purple outfits (including one for baby Brooklyn), royal thrones and lavish decor.
Alan says: “There were matching thrones. It was fun, it was a laugh. You could argue that was the birth of the super celebrity era.”
Beckham was back, and his brand was building. A couple of years later, in 2002, he made the surprising – and genius – move to pose as the cover model for leading gay men’s lifestyle magazine, Attitude. Adam Mattera, former editor of Attitude, recalls: “We’d done a poll with readers to find out who was the most fanciable man at the time.
“I think it was between Robbie Williams, Russell Crowe and David Beckham. After 10 minutes, we gave up, everybody said Beckham, there was no contest. He even dyed his hair blond for the shoot. It was the first time a gay magazine had an exclusive photo shoot with a footballer. It was groundbreaking.”
Not content with that, the superstar then became an actual work of art in 2004. Artist Sam Taylor-Johnson produced a portrait unlike any before – ‘David’ was a 107-minute video of him asleep in a hotel bedroom in Madrid. At this time, Beckham was going through a PR crisis as his personal assistant Rebecca Loos had made public claims that they’d had an affair, allegations that he has always denied.
The National Portrait Gallery installation went ahead anyway, helping Beckham to move swiftly on. Firmly cemented as a fine example of the male physique, Beckham then agreed to a photo shoot with photographer Platon in Madrid in 2006. The result was the famous image of Beckham’s back, complete with tattoos of his three boys’ names, Brooklyn, Romeo and Cruz.
Platon remembers that the whole family had turned up and had a group hug, turning their backs to him for privacy. Loving the idea of recreating the pose for a photo, he asked Victoria, but she refused, suggesting that David posed on his own. Platon says: “It’s like a Greek statue. What’s interesting to me is the mystery of it, because he’s not even looking at you.”
Beckham retired from football in 2013, but still used his image as currency, expanding the brand to include not only Victoria, but their four children. A memorable photo was snapped of the entire Beckham family on the front row of the Burberry LA fashion show in April 2015. All in complementing, stylish outfits, with daughter Harper sitting on her dad’s knee, and fashion legend Anna Wintour looking on, it presented a slick, wholesome family package.
Sadly, the recent scandal surrounding eldest son Brooklyn’s estrangement from the family, has led to debate about exploitation of the Beckham kids. Beckham has moved through countless controversies, most recently as ambassador for the 2022 World Cup in Qatar, seen as a betrayal to the LGBTQ+ community, but with every new image comes a brand new Becks.
After receiving a Knighthood in 2025, Beckham embraced another new identity as he took over as Guest Editor of Country Life magazine. Complete with tweeds, boots and shepherd’s stick, the country squire looks every bit the English gentleman… at least until the next reinvention.
Beckham: In Ten Pictures is available on BBC iPlayer from 28 May and airs at 9pm on BBC Two on 4 June
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