H&M Ends David Beckham Partnership, But Brings In The Weeknd

The brand wants to attract a younger audience.

BY Ella Alexander | Nov 4, 2016 | Fashion

H&M is ending its five-year collaboration with David Beckham and is bringing in The Weeknd instead.

The musician, real name Abel Tesfaye, will create a one-off menswear collection available from 2 March. The aim is to entice younger shoppers, reports the Business of Fashion. He will make an edit of his favourite H&M pieces for a range entitled Spring Icons Selected by The Weeknd.

Beckham's partnership with H&M will end this winter, but the brand says it's not ruling out working with him again in the future.

Since their collaboration started in 2011, Beckham's original Bodywear collection—which was advertised with a huge campaign at the Super Bowl—has expanded to a broader collection, including suits and knitwear.

From: Esquire UK.