Press release

Pete Davidson stars in new H&M campaign capturing the fresh energy in menswear

H&M is proud to announce that Pete Davidson is the face of its new menswear campaign that emphasizes the powerful connection between clothes and the confidence it gives men when taking on everyday life. The campaign captures the fresh energy in global men’s fashion, all about freedom of expression and self-confidence in personal style every single moment. It’s an invitation to turn up the volume, have fun and be bold, adding fresh pieces to much-loved wardrobe favourites. Create the moment with new and upcoming collections at and H&M stores worldwide.

27 Apr, 2022 09:00 CEST


“Collaborating on this campaign was a great experience. We had a lot of fun creating the photos and content. The clothes are comfortable and feel great to wear which is what I love about H&M,”

Pete Davidson.

“We are thrilled that Pete Davidson is the face of our bold new campaign. Pete encapsulates everything H&M loves about the new menswear mood, with his self-confidence and play with personal style. He is so relatable, inspiring guys around the world to create the moment with their look themselves,”

Henrik Nordvall, Global Business Unit Director for Menswear at H&M.

In this campaign, H&M celebrates the new menswear movement that puts personal style front of stage. As traditional codes break down and a new generation finds its own language, men’s fashion becomes a place where every moment counts. It highlights the power of clothes to express who we are, no matter what the occasion.

Featuring guys wearing new season H&M pieces mixed with favourites from past H&M menswear collections, the campaign reflects the new mood in fashion that’s all about evolution and bold statements. The campaign encourages men around the world to enjoy what they already own, buy vintage, and then add in the new pieces that matter from H&M’s menswear collections. It’s a holistic approach that moves beyond complete seasonal change to a new way with fashion for all of us.

Pete Davidson is a stand-up comedian, actor and writer, one of the world’s biggest stars thanks to his humour, talent and approachability. Pete has been on the cast of Saturday Night Live since he was 20 years old, and has also co-wrote, executive produced and starred in the film King of Staten Island. His personal style is as individual as his humour, recognised for his experimentation and play with fashion.