Lame, TikTok’s second most-followed creator with 130 million followers, has partnered with Hugo Boss to star in a campaign surrounding its re-brand. Lame will also co-design a capsule collection with the fashion label as part of a multi-year pact. BOSS’ Rebrand The iconic brand has drafted supermodels, social media sensations, and world-class athletes for a celebrity campaign designed to usher in a new era for core brand BOSS after nearly 50 years. Lame will appear in the campaign alongside Hailey Bieber, Kendall Jenner, model Joan Smalls, South Korean actor Lee Min-ho, rapper Future, boxer Anthony Joshua, tennis pro Matteo