The Weeknd Continues His Fashion Domination by Teaming Up with H&M and Victoria’s Secret

Bella Hadid’s beau, The Weeknd, is basically taking over the mall with projects with H&M, Puma and Victoria’s Secret in the works.

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It’s amazing what a fresh haircut can do for your style, or in Abel Tesfaye AKA The Weeknd’s case, what it can do for your style business opportunities. While his upcoming album Starboy may be his most anticipated future project, the producer and singer is also in the midst of inking a whole lot of partnerships with seemingly every other style-savvy brand in the mall.

Of course when you’re dating Bella Hadid, one of the most in-demand models of the moment, what else would you expect?

First, H&M announced that The Weeknd will not only be the next celebrity face of its men’s department but will also be it’s next collaborative designer. Tesfaye will star in the fast fashion chain’s Spring 2017 campaigns, while pieces developed in collaboration with his XO line will hit the racks. Those clothes are slated to go on sale on March 2. So, if you’re not in the mood for H&M’s collaborations with Parisian fashion houses or celebrated American painters, you can just hold out until then and nab some H&M x pop superstar pieces.

The announcement comes on the heels of the end of H&M’s long-term partnership with David Beckham. The Swedish store and the soccer stud first started working together on a line of underwear in 2012, and the collaboration has since resulted in a special collection of “modern essentials” curated by Beckham. That partnership, however, will end after this fall season. Though, Bloomberg reports that H&M denies the end of its Beckham-era and the beginning of a collab with The Weekend are linked.

Before all of that, though, The Weeknd will be working his magic for Victoria’s Secret. No, he’s not designing bras, but he will be one of the musical headliners of the brand’s upcoming Parisian fashion show. He’ll join Lady Gaga and Bruno Mars on the bill.

This will be the second year in a row in which Tesfaye will play the show, but it will be the first time he’ll do so when girlfriend Bella Hadid is also strutting on the runway. The younger Hadid has booked her debut spot this year.

Which of course could lead to a particularly cute moment, though interestingly it’s not the first time one-half a couple walked in the show while the other provided musical interludes. For two-years-in-a-row, Heidi Klum walked the show while her then-husband Seal sang. Adam Levine and his band Maroon 5 also played the show in 2012 while his then-girlfriend and current wife Behati Prinsloo walked.

This all comes after heels of the September news that The Weeknd has also partnered with Puma to produce his own line, similar to the German sneaker company’s partnership with Rihanna. The collaboration will be dubbed PumaXO.

Amazingly though this means we know more about The Weeknd’s fashion plans through the year 2017 than we do about his album that is supposed to drop in a month. So far, only two songs, the titular first single and “False Alarm” have been confirmed. There’s no new on the possibility of any collaborators either. Starboy is set to be released November 25.