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So, Khaby and Hugo Boss are the New It Couple

So, Khaby and Hugo Boss are the New It Couple

Last year, I was catching up on sseditorial and other latest digital news when I saw an ad from Hugo Boss that featured Khabane “Khaby” Lame. I was interested but busy. So, I checked back on what Khaby was working on with Hugo Boss. Khaby and Hugo Boss have entered into a joint collection to release a capsule collection for the menswear powerhouse.

Khabane “Khaby” Lame became famous after using the popular social media platform TikTok. The star grew in popularity during the Covid-19 pandemic and recently became the most followed person on TikTok. Khaby was already an ambassador for Hugo Boss with the capsule collection, the new project in the collaboration.

The collection depicts Khaki’s likeness and includes the Khaby Lame doll, released on social media. The doll’s design is to be a standalone accessory and a hoodie attachment. The capsule collection was released during Men’s Milan Fashion Week at the Boss store.

The collection is overrun with hoodies and includes iPhone cases, bucket hats and belt bags. The price point varies based on the product. Overall, it ranges between affordable and high-street premium. Currently, the collection is only available to men. Contrastingly, I see an increase in gender-neutral products. Hoodies are not specific to men, so there is no reason why women cannot purchase these products.

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The collection promotes a gradient monogram of orange and purple. Additionally, Khaby designed varsity jackets and leather details for the capsule collection. A sample is available online at the Boss website. The extensive collection is available in Boss stores, including the Italian flagship.

Now, Khaby has become the star of the Boss Fall-Winter 2022 campaign. The campaign promotes a neutral colour palette full of white, brown and beige, perfectly complementing Khaby’s skin.

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