Sam Smith, the Grammy-winning singer, is the new face of Balenciaga. Creative director Alexander Wang tapped Smith for the house’s fall men’s campaign, which is being billed as a “creative collaboration” that includes a series of black-and-white photographs and a moody video. The photos and video were both shot by Josh Olins in London at Centrestage Studios with art direction by Christopher Simmonds, styling by Robbie Spencer and music by Andy Stott.

“The choice of Sam Smith for Balenciaga was personal and heartfelt,” said Wang. “I’ve always been a huge fan and thought it would be exciting to portray him in a surprising way that could be as timeless and emotional as his work.”

The feeling was mutual: “I have been a devoted fan of the brand for a while now,” said Smith. “I love how intimate it feels, and how involved Alexander has been and is with the brand. I never in my wildest dreams thought I’d be wearing these clothes, let alone modeling them. So this is a dream come true, and I hope the beginning of a lovely long relationship with Alexander and the house.”

This is Smith’s first time appearing in a major house campaign, but not his first embrace from fashion. Calvin Klein Collection outfitted him for his 2014 tour and he has performed at and attended Burberry shows.

The debut images from the Balenciaga men’s fall campaign (#balxsamsmith on social media) break in international publications beginning in August and on balenciaga.com, where the full-length video and imagery can also be viewed.

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