The majority of men consider H&M as a place predominantly for women; they don’t think of it as a destination where they can find great menswear. 

Our brief was to create a bold global campaign which sparks new curiosity around H&M for men. The objective was to increase awareness, growth and emotionally connect with men in order to be top of mind as their fashion destination.

Clothes don’t just make the man. They make the man feel. The global H&M campaign, ‘Wear That Feeling’, celebrates the confidence you gain through the clothes you wear. To helm the campaign, we didn’t look for a fashion icon, instead we looked for someone who has the confidence to pull anything off. Say hello to Pete Davidson, the man of the moment and the new face for H&M Man.

The majority of men don’t really relate to “fashion” or get their inspiration from watching fashion content or runway shows. They get it from watching the things they love. Movies. Music videos. Sketch comedy. Men relate to how clothes make you feel: when you throw on that perfect new jacket or fresh new kicks, something changes, you’re confident and in control. That’s where Pete comes in…

In a series of films that feel more like SNL skits and less like fashion clips, we place Pete into everyday moments where his outfit is the center of attention. Whether he’s visiting the dentist or hanging out with his best friend, his confidence and style turns heads. That’s what happens when you “Wear That Feeling”.