Running globally, the ‘Wear That Feeling’ ads see Davidson in a series of everyday situations, like going to the dentist, where his outfit quickly becomes the center of attention.

HM said the work is rooted in two simple insights – firstly, that men relate to how clothes make them feel, and secondly, that the majority of men do not relate to ‘fashion‘ and instead gain inspiration from the movies, music videos and comedy they watch rather than from magazines or runway shows.

For HM, Davidson was the celeb that could represent ‘the everyman’, appealing to its existing target audience while also piquing interest from new consumers.

Oskar Spångberg, the global head of marketing and communication at HM Man, said: “We are thrilled to be teaming up with Pete Davidson for this HM Man campaign. Pete’s wit and bold personal style embodies what HM Man stands for – that everyone should be able to feel confident in their personal style.”

The campaign was developed by B-Reel Stockholm and will air globally on TV, online video, social media and in-store.