Khaby Lame was unemployed in 2020, became the 2nd most followed TikTok account in 2021 and is now the face of Hugo Boss.
From a Factory worker in Italy in 2020 to being a face of the Hugo Boss rebrand in 2022, Tiktokerr Khaby Lame is making boss moves.
Khaby Lame is the new face of luxury brand Hugo Boss rebrand campaign.
Hugo also also announced according to tan article published in the Hollywood Reporter that it has entered a multiyear partnership with Lame, after landing him for a runway debut during Milan Fashion Week. The ambassadorship will also include a co-designed capsule collection.
Dubbed #BeYourOwnBoss and featuring BOSS’s Spring/Summer 2022 collection, the campaign (shot by Mikael Jansson) stars famous faces Kendall Jenner, Hailey Bieber and Joan Smalls, South Korean sensation Lee Min-ho, rapper Future, international TikTok star Khaby Lame, British boxer Anthony Joshua, Italian tennis pro Matteo Berrettini, and German runner Alica Schmidt.