Shawn Mendes is beefing up his pin-up reputation with a new ad for Emporio Armani.
The Canadian heartthrob appears in a new ad, released on Thursday (28Feb19), to promote Shawn Mendes x Emporio Armani Spring/Summer 2019 campaign, a line of touchscreen smartwatches.
The black-and-white clip features Shawn 'smizing' as he's about to begin a boxing workout, before tapping his smartwatch. The clip is soundtracked to an instrumental version of his Grammy-nominated track In My Blood.
“Thank you @Armani,” Mendes captioned his tweet of the video, along with the hashtags #EAWatches and #EAConnected.
Shawn, 20, began his collaboration with the Italian brand in 2017, when he was first named face of the Emporio Armani Connected touchscreen smartwatch line before being promoted as spokesmodel of the entire timepiece collection in 2018.
In the new images, British photographer Billy Kidd captures Shawn in moody monochrome portraits, while wearing the range of watches, including the latest smartwatch style in aluminum.
The photos have been released just days before Shawn’s new international tour kicks off on 7 March. The double Grammy Awards nominee is hitting the road to promote his third self-titled album.
Shawn's latest campaign comes hot on the heels of the star’s internet-breaking collaboration with Calvin Klein, which set social media ablaze with its photos of the Lost In Japan singer in a pair of the iconic Calvins.
Pictures of Shawn posed seductively in his CK boxer shorts, showing off his ripped physique in the ads, caused a sensation online picking up nearly eight million likes and almost 500,000 comments in the 24 hours after they were posted.
Jennifer Lopez and her boyfriend Alex Rodriguez, and Charlie Puth were among the celebrities who responded in the comments section.
An impressed J.Lo wrote, "Killin’ it", while Charlie, a close friend of Shawn's, commented, "Hahaha! Oooh s**t!!”