Senegalese born, Italian-based TikTok sensation Khaby Lame has signed a lucrative deal with international brand BOSS.
BOSS has entered a multiplayer partnership with Lame after landing him for a runway debut during the Milan Fashion Week.
The ambassadorship deal comes with a co-designed capsule collection.
The brand has signed social media sensations, supermodels and world-class athletes for a celebrity campaign created to usher in a new era for BOSS after nearly 5 decades.
The campaign dubbed ‘Be Your Own Boss’ features the brand’s spring/summer collection.
It stars an array of celebrities including Khaby Lame, Hailey Bieber, Kendall Jenner, Joan Smalls, Lee Min-ho, Future, Alicia Shmidt, Anthony Joshua and Matteo Berrettini.
Lame stepped into the limelight in early 2020 with his wordless videos in which he simplifies complicated life-hack videos.
He is currently the second most followed TikToker with 130.6 million followers after American dancer Charli D’Amelio who has 134.5 followers.