Joining the ranks of Kylie Jenner, Rihanna and Cara Delevingne, The Weeknd will be the next celebrity designer for Puma. Only days after Rihanna debuted her memorable collection at Paris Fashion Week, the German activewear brand has announced its latest famous member, Abel Tesfaye, a.k.a. The Weeknd—as Creative Collaborator and Ambassador.
According to Fashionista, Tesfaye will star in the upcoming “Sportstyle” campaign, called “Run The Streets,” shot by Mark Seliger in L.A. and his hometown of Toronto. The 26-year-old, and boyfriend of model Bella Hadid, will also be designing a collection of footwear and apparel to be released sometime in 2017.
The company described the line in a release as “a fusion of Puma’s sport-inspired designs and The Weeknd’s street-motivated aesthetics as seen in his label, XO.”