Celine's new campaign star is one of TikTok's most famous 'e-boys.'
Is the time we’re given to wrap our heads around the nuances of each up-and-coming social media phenomenon growing shorter and shorter? Does it feel like before we get to grips with the new app on the block, it’s already passed us by? Then, even when we finally begin to feel comfortable within the landscape of social media, a phenomenon like TikTok arrives: the viral lip-sync app that has swiftly become a Gen Z favorite, receiving over a billion downloads in the past 12 months alone.
While TikTok thrives on the pithy, tongue-in-cheek, and very online humor of the generation that engages with it, it’s no longer just about viral videos—the platform is also beginning to produce its own roster of bona fide stars.Case in point: Noen Eubanks, the cutesy boy of tween girls’ dreams, whose hair color rotates just as rapidly as the songs he lip-syncs along to on a daily basis. And now, it seems the delicately featured and unashamedly feminine “e-boy” is ready to become a fashion phenomenon, too. Taking the starring role in the newcampaign, Eubanks—as shot by the brand’s creative director, Hedi Slimane—instantly proved that he has everything it takes to become a perfect designer muse. Dressed in a series of striped, cropped T-shirts overlaid with Slimane’s outerwear staples , the social media star looked every inch the debauched indie rockstar of Slimane’s dreams. If the chameleonic internet star is anything to go by, then “softboi” style is primed to hit the fashion mainstream.
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