Shawn Mendes hits the runway for Emporio Armani in Milan

Shawn Mendes walked the runway for Emporio Armani during Milan Fashion Week Men's on Saturday (17Jun17).

The 18-year-old singer closed the label's 2018 spring/summer menswear showcase, taking to the catwalk after a video was shown to the audience of the Stitches star promoting Armani's new smart watch line, dubbed Connected.

Following the video, Shawn made his way down the runway, wearing a wide smile along with a black and red jacket and the watch, which featured a touch screen and is compatible with both Android and Apple phones.

Explaining why he had chosen Shawn to front the new campaign, designer Giorgio Armani described him 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," he added in a note.

The video was also shared on Armani’s official Twitter page, alongside the caption: "Unveiling talented singer @ShawnMendes as the face of the first-ever #EAconnected touchscreen smartwatch collection. #EAwatches."

The singer is the latest millennial to have been snapped up by a fashion label. In a bid to appeal to a younger audience, big names are tapping fresh faces who are huge on social media for their campaigns. Earlier this year, Dolce & Gabbana debuted their spring campaign, which saw Zendaya, Luka Sabbat, Presley Gerber, Cameron Dallas, Gabriel-Kane Day-Lewis, Rafferty Law and Thylane Blondeau all posing in their latest offerings.

Shawn's runway appearance came after a busy week for the Treat You Better star, when he apologized to Katy Perry, following rumors that she had groped his behind at the iHeartRadio Music Awards in March.

"I don’t think it’s actually true. That’s what I was told," he told The Sun's Bizarre Life podcast of the claims. "I saw her later that night and she told me it wasn’t true. So I’m sorry for all of those rumors, Katy. Extremely disappointing."