The Weeknd is a fashionista.
The Weeknd has been named Puma’s global ambassador in his first foray in the fashion business.
The Canadian singer, also known as Abel Tesfaye, announced the news on Instagram on Sept. 29 with enthusiasm.
The 26-year-old wrote, “Excited to announce my partnership with @puma #RunTheStreets#IGNITEevoKNIT Also excited to release my PumaXO shoe and clothing line in 2017.”
The Weeknd will also take on the reigns as a creative collaborator.
Following the success of Rihanna as Puma’s global ambassador, the ‘False Alarm’ singer is in good company as he is set to release his newest album, Star Boy.
The collection will come out in 2017, but The Weeknd has already put his best face forward this fall as he’s fronting the brand’s Sportstyle campaign. The “Run the Streets” campaign features The Weeknd, promoting Evo Apparel and IGNITE evoKNIT.
According to Vogue, as a creative collaborator, he will bring a “health goth” aesthetic to his collection. The meshing of his music and style will definitely be reflected in the collection.
Earlier this month, Bella Hadid’s boyfriend made headlines when he shed his famous dreads for his album cover art.