The newest face to grace the campaign boards of H&M is actor Joel Kinnaman.

Joel will of course head up the menswear campaign for the brand for H&M’s AW/12 collections.

Joel was in Safehouse earlier this year and will be in the remaking of Robocop next year which is currently in pre-production. We are not sure on his face for the H&M brand however. We think he looks a little bit… weird.

Either way we will be getting used to his slightly weird face pretty fast as he is all over buses bill boards and magazines as of this month.