Shawn Mendes Takes Turn on Emporio Armani Runway at Milan Fashion Week

Shawn Mendes walks the runway at the Emporio Armani show during Milan Men's Fashion Week Spring/Summer 2018 on June 17, 2017 in Milan, Italy.

Singer Shawn Mendes took a turn on the Emporio Armani runway during Milan Fashion Week on Saturday (June 17), showing off the brand's new smart watch line dubbed "Connected."

Designers see their future in Millennials, a generation that has unprecedented power to influence and be influenced, thanks to ubiquitous social media. They migrate seamlessly from platform to platform, even from brand to brand.

Mendes appeared in a video promoting the watch at the end of the show, and then appeared in life to show it off and take in the fashion crowd as much as it did him. The touchscreen watch is both Android and Apple compatible.

Armani described Mendes as "a singer of true talent who touches the hearts of his fans."

"Shawn embodies and conveys the values in which I believe: Professionalism, commitment and innovation," the designer said in a note.