Following in the footsteps of former international soccer star David Beckham, The Weeknd is up to bat for a collaboration with one of the world’s largest fast-fashion chains as H&M has announced the singer will be starring in the latest campaign for their Selected By project.
While Beckham selected a slate of modern essentials for the Swedish label in a project that lasted for multiple seasons and incorporated Kevin Hart into the mix, The Weeknd will be selecting what they are dubbing their Spring Icons. That menswear collection will feature key items for the spring 2017 season that the Starboy himself has chosen and will debut in stores worldwide on March 2.
In a preview image (see above), presumably pulled from the campaign shooting, the two-time Grammy winner wears a black-on-black spring bomber emblazoned with XO. As that is also the name of the Toronto native’s clothing label, record label, and is incorporated into his impending project with Puma that is also set to drop in 2017, it's likely to be used as a motif in the range.
Both the Puma and H&M partnerships will no doubt be expansions on offerings that the musician will have as tour merchandise on the just announced Legend of the Fall World Tour. The tour itself features special guests like Bryson Tiller and Lil Uzi Vert while the merchandise is already set to have its own pop-up shops this weekend. The individual locations of those shops have yet to be announced.