Emporio Armani launches its new touchscreen Connect Smartwatch and Shawn Mendes is the face of the campaign.

The Canadian singer stars in a series of images by photographer Sabine Villiard. Front and center, Shawn shows off Emporio Armani’s casual and formal sides. He also connected with the Italian label recently for its spring-summer 2018 men’s show.

Shawn Mendes embodies the Emporio Armani values with his innovative style, making him the perfect #EAConnected smartwatch ambassador.

“I am convinced that there cannot be technology without passion, or progress without emotion. Shawn Mendes is a very talented musician who touches the hearts of his fans around the world. He speaks to many more than just today’s youth, because he is authentic. That is why I chose him to be the face of this innovative line of smartwatches, conceived through the union between state-of-the-art technology and detailed design,” explains Giorgio Armani.

Revealed alongside the Emporio Armani menswear show in Milan, the campaign features Shawn Mendes in a simple and minimalist decor. The stills were shot by photographer Sabine Villiard and the video was filmed by director Alex Courtes in Toronto, the singer’s hometown.

Watch Shawn Mendes having fun shooting the new Emporio Armani Connected smartwatch advertising campaign in this exclusive behind-the-scenes clip.