Shawn Mendes

Prepare to wince with embarrassment at the direction their conversation went in.

Let our playlist be your gui-De to this week's new music.

Alongside Shawn Mendes, A$AP Rocky, and Kendall Jenner, in the brand's spring 2019 campaign.

From Justin Trudeau, to Ryan Gosling, to Drake, the image of a swooning, sensitive Canadian hunk has been memed more times than the population of Saskatchewan.

Our knowledge of gender and sexuality is expanding at breakneck speed, but the Mendes memes prove we still have rigid ideas of what it means to be masculine or to act gay.

The network is courting an authenticity-craving generation.

The Canadian pop sensation may only be 18 – but with his second album, "Illuminate" debuting at number 1, and legions of adoring fans across the world, this young man just wants to swear.