Celine is not afraid of non-standard casting choices. The new face of the French fashion house is the 18-year-old guy, TikTok influencer Noen Eubanks. Eubank's videos on the platform are mostly silly fun. There's lots of dancing, lip-synching, quick edits, and experimentation with makeup and hairstyling. The guy has amassed about 7.5 million followers on social networks. This is impressive, especially considering that Noen joined the app only in 2018.
The brand's creative, artistic and image director Hedi Slimane photographed Eubanks, pictured in a leather jacket and stripped crop top.
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The French fashion house considers Noen not just a TikTok star, but an idol for teenagers. Many young social media users say that TikTok has less refined content than Instagram.
This isn't the first time the star of an emerging video platform has risen from anonymity to fashion star at lightening speed. A few years ago, Cameron Dallas caused a massive spectacle outside of a Dolce & Gabbana show in Milan.
Due to the rapidly growing popularity of TikTok, it is likely that fashion brands will switch to this platform in order to find new customers among the younger generation.