NOW that England's football fashion icon David Beckham has flown to Spanish pastures new there seems to be a gap in the market back in good old Blighty.

Step forward Saints' star striker James Beattie.

With 28 goals in behind him last season, Southampton's third highest goal scorer in the Premiership has been sharpening his image ahead of the coming campaign.

Sporting new go-faster stripes, the 25-year-old Saints striker seems to be a fan of keeping ahead of the fashion game. He has had a new hairstyle at the start of each of the last two seasons.

But rather than paying £300 and flying his hairdresser out to meet him, as Beckham was reported to have done during the World Cup in Japan, Beattie prefers to pay £17.50 for what has been called the "Cultured Mohican".

The latest look is the work of 23-year-old hair stylist Helen Rabbetts, who has been cutting Beattie's hair for two years.

Helen, trained under Southampton's internationally renowned hairdresser Trevor Mitchell after leaving school and is now a director of the Trevor Mitchell hair salon in North Baddesley, near Southampton.

"It's something James and I made up between us, we were making it up as we went along," she said.

"You've got to have a steady hand. I've not seen it before."

Meanwhile Trevor reported having had three people come in asking for the cut yesterday.

He said: "It's a grade two round the sides and through the temples. But it is kept slightly longer on top and down the back to look like a bit of a Mohican."

Saints season ticket holder Gaby Moss, 23, from West End, said: "It's nice to see footballers changing their image as long as they are producing the results on the pitch. It's interesting.

"I quite liked it the way it was. He was one of our star players last season. As long as he is good on the pitch it doesn't really matter."

Nick Illingsworth the editor of Saints fanzine The Ugly Inside likes Beattie's new look and is even thinking about getting the same haircut the day before the season starts.

"Every playground footballer will tell you, you have got to look good," he said.

"Footballers are role models and the most important thing for kids at school is to have the most up-to-date kit and haircut. Manchester United know this very well and have done this.

"It has been going on since the 60s with George Best and even before that with Stanley Matthews. Each club has its fashion icons

"On the pitch it does not make a difference but he may get a bit of stick off other players.

"I'm thinking about getting my hair cut the same way as Beattie because I always get my hair cut the day before the start of the season out of superstition."

Meanwhile Rose Strawford, 27, from Totton, was not as impressed.

"I'm not so sure," she said.

"He should have kept it the way it was."