Branded

Super Bowl Style: David Beckham's H&M Campaign, CFDA's Haute Couture Helmets

Football has never looked more appealing.
H&M

Fashion is making a touchdown at this year's Super Bowl.

CFDA members have teamed up with the NFL and Bloomingdale's to design 48 "haute couture" football helmets, reports Women's Wear Daily. The one-of-a-kind wares feature designs by Nicole Miller (feminine floral and stripes), Donna Karan (bold DKNY lettering), John Varvatos (metal and rivets), Todd Snyder (tuxedo-inspired) and Marchesa designer Georgina Chapman (neo-Gothic with detailed embroidery and crystal accents). The full collection can be viewed at WWD.

PHOTOS: David Beckham's 23 Most Memorable Moments

Bloomingdale's will unveil the helmets at its New York flagship store and online Jan. 15. An auction for the helmets also will be held through Feb. 4 to support the NFL Foundation, with bids starting at $248.

Also taking part in this year's Super Bowl commercial frenzy is David Beckham, who is teaming up with H&M to star in a 30-second commercial that will air during the big game. The promotion, which will spotlight the David Beckham Bodywear collection, will be the first shoppable ad ever. Viewers watching the commercial on Samsung Smart TVs will be able to buy featured pieces directly from their TVs. The "t-commerce" concept is being supported by Delivery Agent, a tech company that helps turn "TV viewers into customers."

Super Bowl XLVIII, which also will feature a halftime performance by Bruno Mars, will air Feb. 2.