David Beckham has decided his “naked days are over” for the sake of his children.

The sports star was speaking at London’s flagship H&M store to mark the launch of his new collaboration with the Swedish retailer.

David’s three young sons were impressed by his new advert for the range - titled David Beckham Bodywear by H&M – but he’ll be saving their embarrassment in future.

"'Oh my God Daddy - not again,’” he said, when asked what their reaction was at seeing the sexy promo.

“They were like, 'That's really good, but everyone's gonna see you in your pants.’ My naked days are over."

David and his wife Victoria have six-month-old daughter Harper together and sons Brooklyn, 12, Romeo, eight and six-year-old Cruz. The soccer ace’s dressing habits have changed since having a little lady around the house.

"I definitely walk around the house in my underwear. But not naked. With the boys it's not a problem because they're naked all the time but with a little girl now, it is different," he told British newspaper The Telegraph.

David is proud of his new underwear line. The 36-year-old star wants to compete with the biggest brands around.

“Everyone needs underwear - most of the time. I think there's obviously some good underwear brands out there but there are not great ones - in my eyes - and that's why I wanted to do it myself. I know what feels good and looks good and I wanted to do something a bit different,” he revealed, before adding he has never been caught wearing bad underwear.

“Thankfully not. My parents always provided me with nice underwear. I never had a lucky pair of underpants."