H&M ends David Beckham deal, signs The Weeknd

By

Sandra Halliday

Published
Nov 4, 2016

H&M will end its long-term collaboration with football superstar David Beckham after the current autumn collection with the company targeting a younger demographic and  planning a collection with 26-year-old Canadian musician Abel Tesfaye, also known as The Weeknd,.

Beckham, 41, first linked with the retailer in 2011 and has fronted a number of collections from outerwear to knitwear, tailoring and the Bodywear offer, as well as being the face and body of major ad campaigns in the five years since.

However, despite the ending of the on-going partnership, H&M has not ruled out working with Beckham again and said the Tesfaye signing was not connected to its decision on the ex-England football captain.

Grammy-winning R&B artist Tesfaye will choose an edit of the H&M spring 2017 menswear collection with the selection to be called Spring Icons Selected by The Weeknd.

The collection will debut on March 2 and is currently planned as a one-off.

The Weeknd is currently seen as a major youth influencer and has also collaborated with Kanye West. Meanwhile his recent decision to adopt a completely new look with shorter hair and his relationship with girlfriend Bella Hadid are seen by analysts as having boosted his fashion industry appeal.