In a moment shy on sunny thoughts in America, Pete Davidson gives us reason to smile. Pete is fronting his first major fashion campaign after a couple prior shorts. B-Reel Stockholm is behind the campaign featuring the SNL comedian and actor directed by Tim Godsall.

The marketing strategy “Wear that feeling” is created to capture fresh energy for H&M in the menswear category. Men are not known for being fashionistas in the style of women. Rather, they turn to film, TV, music and other cultural inputs to influence their style.

The campaign films capitalize on men’s desire for fashionable freedom of expression and self-confidence in ordinary moments. The films show Pete placed in these everyday situations, moments offering a comedic scenario for the star, putting his H&M outfits center stage.

From a trip to the dentist to a parrot in a nearby car— and not Pete’s buddy — saying “nice shirt”, subtle humor about Pete’s H&M’s clothes is center stage.

Pete Davidson’s own bold personal style completely embodies what H&M Man stands for, being confident and unafraid to be your authentic self, no matter what life throws at you, or the situation you are in. While the word ‘authentic’ is very overused at this point in marketing strategy, Pete Davidson qualifies as an authentic guy.

The campaign is not tied to a seasonal collection, instead seeks to increase H&M’s market share of the male market, ensuring that more men see it as their first fashion destination overall.

On the launch of the campaign, Oskar Spångberg, Global Head of Marketing & Communication H&M Man said: “We are thrilled to be teaming up with Pete Davidson for this H&M Man campaign. Pete’s wit and bold personal style embodies what H&M Man stands for – that everyone should be able to feel confident in their personal style."

Afshin Moeini & Christian Poppius, creative directors at B-Reel, Stockholm added: “Clothes don’t just make the man, they make the man feel. Throwing on your favourite jacket or sneakers is the quickest way to give yourself a confidence boost. That’s what ‘Wear that feeling’ is all about.”

The campaign films will air globally on TV, online video, social media and instore from 28 April 2022.

Five months ago, High Snobiety wrote that Pete Davidson’s street style has made him the world’s most eligible bachelor. What IS IT — Tora Northman asked — that Pete Davidson captures the attention of so many great women? And now Kim Kardashian!

All say that Pete is so nice. Did Kim K just need a guy who is relaxed, truly appreciates her and makes her laugh?

In the midst of all the Kanye West daily Twitter drama and lies about Pete, I read a fact about his history that impacted me greatly.

Pete’s dad was a New York City firefighter Scott Davidson, who was last seen running up the stairs of the Marriott World Trade Center, just before it collapsed in the September 11, 2001 terrorist attack. I stood on the bank of the Hudson River and watched that tower collapse before my eyes, taking Pete’s dad into the rubble. Thinking of Pete as a seven-year-old boy, who lost his dad that day gave me a lot more empathy for him.

Pete also dealt with Chron’s disease. At one point as a child, he pulled all his hair until he was bald. The New York Times wrote a good piece on Pete Davidson in October, 2015.

Back to H&M, there are rumors unconfirmed that momager Kris Kardashian put the H&M deal together. With the K-clan, anything is possible.