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Creative Director Matthew M. Williams designed custom pieces especially for the superstar's performance.

During the Super Bowl LV Halftime Show, The Weeknd wore a fully hand-embroidered jacket with crystals, realized by the Givenchy Haute Couture atelier in Paris. A feat of savoir-faire, it required four embroiderers and more than 250 hours to complete. This jacket was worn over a black cotton poplin shirt and wool trousers accessorized with black leather tie, and gloves, as well as black and white derbies. While made especially for this performance, The Weeknd's outfit reflects the sharp tailoring, minimalism and intense contrast Mr. Williams brought to his debut collection for the House of Givenchy.

"It's truly an honor to have dressed The Weeknd for his incredible Super Bowl show," said Matthew M. Williams. "To me, fashion is all about infusing what you wear with a unique personality, and The Weeknd brought his look to life with his energy, character and sense of style."

The Weeknd's cinematic Super Bowl LV performance was followed by an estimated audience of more than 100 million viewers who tuned in to watch the NFL championship game between the Tampa Bay Buccaneers and the Kansas City Chiefs at the Raymond James Stadium in Tampa.

FASHIONADO

Abel Tesfaye a.k.a. The Weeknd has partnered with PUMA as a new Global Brand ambassador and creative collaborator. The Academy Award nominated, Grammy-winning artist, lyrical genius, and style icon will bring his unique creative lens to PUMA collections. ‎The title track from his next album, “Starboy” featuring Daft Punk broke the record for “Most Release Weekend Streams Ever” upon its release. In less than a week, the single amassed over 17 million streams globally and 6.5 million streams in the United States, becoming #1 Most Added at Top 40, Rhythm, Urban, and Hot AC.

His laidback, streetwise style and swagger make him the right fit to headline PUMA’s latest Sportstyle campaign, ‘Run The Streets’ which launches in November. The campaign, which was shot in LA and Toronto by photographer Mark Seliger, will be seen in PUMA stores and digital channels worldwide. The Weeknd will rep PUMA’s latest Sportstyle products, including IGNITE evoKNIT and IGNITE Limitless footwear as well as Evo Apparel.

With ‘Run The Streets’, PUMA creates a campaign platform for street savvy product that’s infused with technology. The campaign speaks to true individuals who own their looks and the moment. The Weeknd embodies this attitude. Growing up in Toronto, the city has long-been his source of inspiration, and his hustle in the music industry reflects the ‘on the go’ lifestyle of the campaign.

This new partnership will also include a collaborative collection of sneakers and apparel designed by the Weeknd. The exclusive collection is a fusion of PUMA’s sport-inspired designs and The Weeknd’s street-motivated aesthetics as seen in his label, XO. Expect this range to be released in 2017.