Top Brands Tap Into The Weeknd’s Street-Motivated Aesthetic

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While people were fighting over TV’s and taking L’s trying to get Yeezy’s on Black Friday,  Abel Tasfaye aka The Weeknd dropped his highly anticipated album “Starboy”. He was the champion of 2015 with many hits on his last album “Beauty Behind The Madness,” like “The Hills,” and “Can’t Feel My Face.”  Over the past few months, he dropped four songs from the album and became instant classics. Calling on superstars such as Kendrick Lamar, Daft Punk, Lana Del Ray, and more, the Starboy promised everyone his best record yet. He wasn’t lying.  The day his album came out, he broke Bieber’s record for the most streams by a single artist in 24 hours with more than 36 million streams. The alt-pop star is now following in Kanye and RiRi’s footsteps to create a lifestyle with an XO clothing label and two collabs under his belt with major brands like Puma and H&M.


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Described as “a fusion of Puma’s sport-inspired designs and The Weeknd’s street-motivated aesthetics as seen in his label, XO,” the Puma collab launched on Nov. 2. The 26-year-old musician chose Black Friday to not only drop his hit single “Starboy,” but surprise fans with a pop-up shop in his hometown of Toronto as well. Excited to catch a peek of his newest line, XO fans camped out for days, anxiously awaiting the pop-up grand opening. The pop-up sold out in just two days.

The Weeknd is on a roll. The celebrated performer also announced that he will be the face of H&M’s upcoming menswear collection Spring Icons Selected by The Weeknd, scheduled to hit stores worldwide on March 2, 2017. With two GRAMMY awards under his belt, the young artist has been chosen by the top retailer to curate key items for spring.

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At the star-studded performance at the 2016 Victoria’s Secret Fashion Show in Paris this December, he performed on the runway with Bruno Mars and Lady Gaga. The highlight of the show was model Bella Hadid’s runway strut to The Weeknd’s hit single “Starboy,” looking fly as ever. The pop star worked the runway as his ex made her Victoria’s Secret debut, lighting up the stage.

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We’re looking forward to seeing what The Weeknd picks for fall and will keep our readers posted on H&M updates! In the meantime, shop his XO collection online or cop some sneakers from Puma while you anxiously await its arrival.

Catch him on stage May 4 at the American Airlines Center after he sets off on his world tour this April. We sense a legend in the making and predict that, in 2017, he’ll be running the streets.

Image 1 courtesy of The Weeknd. Image 2 courtesy of HYPEBEAST. Image 3 courtesy of H&M.

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