H&M Trades David Beckham For The Weeknd
H&M Trades David Beckham For The Weeknd
This Wednesday, Swedish fashion retailer Hennes & Mauritz announced that their five-year partnership with retired football star David Beckham would be coming to an end. The high street store have chosen not renew his contract after it finishes later this year.
The retailer began the partnership with Beckham in 2011 and introduced its first Beckham Bodywear collection in 2012, featuring formfitting underwear. They later expanded to a more varied range of garments in the Modern Essentials collection in March 2015. This included pieces such as summer suits and classic white shirts.
The star is well known for his endorsements, not only for H&M but Adidas, Breitling and Samsung. H&M spokesperson has said that the brand isn’t ruling out future collaborations with the former England captain.
The brand will now be teaming up with Canadian Musician, Abel Tesfaye (also known as The Weeknd). The Grammy-winning R&B artist will be curating a one-off menswear collection, believed to be available from 2nd March 2017. Tesfaye has overhauled his image recently, shaving off the dreadlocks he’s known for in the music video for his new single ‘Starboy’.
A spokesperson for H&M has said that there’s no link between the end of the Beckham partnership and the signing of The Weekned. It is alleged however that the store are keen to appeal to younger shoppers. It is believed that 26–year-old Tesfaye is likely to be more relatable for the younger clientele than 41-year-old Beckham. The musician is clearly very popular, having released three major-label albums and won two Grammy Awards. He is also on Spotify’s list of most-ever streamed artists. His collaborations with other prominent music artists such as Kanye West, Beyonce and Justin Timberlake certainly make him a suitable candidate to speak to millennials.
H&M Trades David Beckham For The Weeknd
