Armed with smartphones and armies of faithful fans, social media sensations such as Khaby Lame are building fortunes by redefining the rules of entertainment, advertising, and stardom. The inaugural Forbes Top Creators list highlights the 50 social superstars leveraging a combined 1.9 billion followers across social networks to earn $570 million in 2021 alone. Their average age is just 31. Next year’s windfall is significantly richer as famous personalities shift from influencers to owners, using their massive reach to start their own ventures—clothing lines, beauty empires, TV series, and fast food chains.
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
