Lewis Capaldi fronts HeyDude's latest "bold" campaogn
There will be an official launch event set to take place in Capaldi's hometown of Glasgow and the international focus will continue as the campaign rolls out across Europe 'with a series of unexpected brand-inspired experimental moments and pop-up activations'.
The brand said the campaign captures his 'signature blend of humour, honesty and heart. A natural fit for the HeyDude mindset, Capaldi embodies a lifestyle where comfort goes beyond what you wear — it's about confidence, ease and being unapologetically yourself. HeyDude Country isn't a place, it's a headspace. A mindset rooted in self-expression, authenticity and showing up as you are. The campaign celebrates a new kind of cultural moment, where how you feel matters just as much as how you look'.
It added that the campaign 'will capture the spirit of the brand's growing global fanbase and invite new fans to experience the brand through expansive storytelling and in-real-life moments, with the goal of building community and connectivity, and encouraging fans to be their most authentic selves'.
The company also said: 'From navigating the pressures of fame to reconnecting with what truly matters, the film captures personal reflections, candid moments and the humour that's made him a fan favourite.'
And SVP/GM of HeyDude International, Michael Anthes, added: 'Lewis is the perfect fit… he embodies the spirit of our brand like no other. He's authentic, effortlessly relatable, and lives the comfort-first lifestyle we celebrate.'
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