# Comedian-Backed Menswear Campaigns H&M Enlisted Pete Davidson for Its New 'Wear The Moment' Ad By Grace Mahas | Published 2022-04-28 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/wear-the-moment References: [www2.hm](https://www2.hm.com/en_ca/index.html/?ddddd) & [youtube](https://www.youtube.com/watch?v=z9j-5bw4dR4&feature=emb_title) H&M recently announced the launch of a new campaign called 'Wear The Moment' that features comedian and actor Pete Davidson. The new marketing scheme aims to promote [self-confidence and freedom of expression](https://www.trendhunter.com/trends/adidas-originals-new-campaign) with its bold and empowering imagery. As tradition breaks down and new generations take on their own language, men's fashion becomes a space where every moment counts. In the 'Wear The Moment' campaign, clothes are used to express who individuals are, no matter the occasion. “We are thrilled that Pete Davidson is the face of our ‘Wear The Moment’ 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,” says Henrik Nordvall, [Global](https://www.trendhunter.com/trends/vitamin-enriched-face-base) Business Unit Director for Menswear at [H&M.](https://www.trendhunter.com/trends/heron-preston-1) ## Trend Insights (Trend Hunter) - Score: 3.4/10 - Popularity: 19% | Activity: 71% | Freshness: 11% - Audience gender: 90% men, 10% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Cosmetics](https://www.trendhunter.com/cosmetics) ## Key Themes ### Key Themes Behind This Trend - **Comedian-backed Menswear Campaigns:** The use of comedians to promote men's fashion campaigns presents an opportunity for bold and empowering imagery that promotes self-confidence and freedom of expression. - **Individual Expression in Men's Fashion:** The 'Wear The Moment' campaign exemplifies a trend towards using fashion to express individual identity in all aspects of life. - **Relatable Menswear Marketing:** Using relatable personalities like Pete Davidson presents an opportunity for menswear brands to reach a wider audience and inspire personal style. ### Where This Applies - **Fashion and Apparel:** The use of bold and empowering imagery that promotes self-confidence and freedom of expression in the 'Wear The Moment' campaign presents innovation opportunities for the fashion and apparel industry. - **Marketing and Advertising:** Using comedians to promote men's fashion campaigns presents innovation opportunities for the marketing and advertising industry to reach a wider audience and convey a relatable message. - **Entertainment:** Collaborating with entertainers like Pete Davidson presents an innovation opportunity for the entertainment industry to expand its reach to new audiences and tap into the fashion world. ## Related on Trend Hunter - [Humorous Menswear Ads](https://www.trendhunter.com/trends/mens-wearhouse.md) - [Hilarious Male Grooming Ads](https://www.trendhunter.com/trends/manscaped-and-pete-davidson.md) - [Redefined Masculinity Branding](https://www.trendhunter.com/trends/tough-guys-soft-sweaters.md) - [Avant-Garde High Streetwear](https://www.trendhunter.com/trends/hm-x-glenn-martens.md) - [Collaborative Circular Collections](https://www.trendhunter.com/trends/heron-preston-1.md) - [Celebrity-Backed Luxury Menswear Campaigns](https://www.trendhunter.com/trends/luxury-menswear-campaign.md) - [Athlete Celebrity Campaigns](https://www.trendhunter.com/trends/zne-collection.md) - [Men-Focused Everyday Wear Lines](https://www.trendhunter.com/trends/skims-mens.md) - [Gen Z Holiday Campaigns](https://www.trendhunter.com/trends/wrapped-in-heat.md)