Bye bye Beckham – H&M has something for The Weeknd instead
Swedish fast-fashion chain ends partnership with retired soccer star, 41, begun in 2011 as it seeks to woo younger shoppers by signing Canadian R&B star 15 years his junior to collaborate on a collection
Swedish fashion retailer Hennes & Mauritz (H&M) is swapping retired soccer star David Beckham for a 26-year-old Canadian musician as it seeks to win over young shoppers.
A near five-year partnership with Beckham, 41, will end this autumn.
Stockholm-based H&M is teaming up with Grammy-winning R&B artist Abel Tesfaye, also known as The Weeknd, for a one-off menswear collection that will be available from March 2.
Beckham’s image has been prominent in H&M stores since the retailer began what it called a “long-term” partnership in 2011 with the former England captain, who designed everything from underwear to raincoats. H&M said it isn’t ruling out future collaborations with the London-born star, who has also endorsed Adidas sports shoes, Breitling watches and Samsung smartphones.
