Late last year, The Weeknd joined hands with H&M for an exclusive ‘Spring Icons’ collection which was unveiled in full earlier this month. The Fashion house has released a promo video today which stars Abel himself.
“There are things that I love, people that I like, but the concept of an icon can be a cliche and I don’t like cliches. Iconic clothes become icons for a reason. They’re fundamental if you live them,” narrates The Weeknd in the campaign clip which was shot on Sunset Boulevard in front of the Hollywood Palladium theater.
H&M’s head of menswear design Andreas Löwenstam tells Billboard: “Digital channels make for new inspiration for everyone, and that’s why you see this casual look everywhere, from the men’s catwalk to the street. Abel has such a great personal style, and yet is also universal. It’s an attitude that encapsulates the mood in menswear right now, and we know that men around the world are going to love wearing pieces from his collection.”
Watch the minute and a half long video below.
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