The Weeknd has been confirmed as the new face of H&M.
The Weeknd for HM campaign (c) Instagram
The 26-year-old singer songwriter - whose real name is Abel Makkonen Tesfaye - is set to star in the retail store's upcoming H&M Spring Icons Selected by The Weeknd campaign, which will launch on March 2 next year.
The fashion house teased the news with a string of enlarged segments of one image from the shoot, which were posted on H&M's Instagram account on Tuesday (01.11.16).
The posts read: "Follow us today as we exclusively reveal the star of our upcoming#HMSpringIcons men's campaign...
"Can you guess who it is?#HMSpringIcons
"From "The Hills" of Los Angeles, by way of Toronto... #HMSpringIcons
"Have you figured it out yet? We'll reveal him very soon! #HMSpringIcons
"Here's the star of our#HMSpringIcons men's campaign...
"...it's @theweeknd! He'll star in our exciting #HMSpringIcons men's campaign, featuring in March 2017. Stay tuned for more news and the amazing new collection. Read more on hm.com/magazine!"
And the 'Starboy' hitmaker - who has his own clothing label titled XO - also took to social media to announce the news of his latest fashion venture with the popular high street brand.
Alongside an image of him from the commercial, The Weeknd - who is currently dating supermodel Bella Hadid - captioned the post: "excited to announce that I'm starring in the @HM and XO campaign launching March 2017#HMSPRINGICONS (sic)."
And the musician is set for a busy year ahead as he has recently announced his UK tour dates for 2017.
The 'Can Feel My Face' hitmaker will bring his frantic live show to London's The O2 on March 7 and March 8, and will wrap up the small run of shows at the First Direct Arena in Leeds, north England, on March 14.
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