Senegalese-born social media influencer and TikTok star Khaby Lame was announced as the new brand ambassador for Hugo Boss. The collaboration came with two co-designed capsule collections with the creator which were launched on the first day of Milan Men’s Fashion Week.
To kick off the celebration, Khaby arrived at the BOSS Store in San Babila, Milan, flanked by a team of BMX riders wearing pieces from the collection who had spent the day crossing the city where local fans of the TikTok superstar could meet and greet Khaby, and have their pictures taken together on a set crafted for the occasion.
The capsule – first released as a limited-edition collection available exclusively at the BOSS Store in San Babila, Milan on June 17 – was made available globally on boss.com starting June 18.
Take a look at the event below,
Read the entire press release here
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