H&M signs football player for men's campaign

Just when you thought the world cup is over - how much football can a fashionista endure after all - H&M have announced they are signing Italian soccer star Paulo Maldini. Instead of his usual shorts and jerseys, Maldini will sport such looks such as tweed suits, cashmere cardigans and pea coats.

H&M seems to be on an Italian trend, as the retailer has also signed Madonna for its women's campaign.