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In 2025, the fusion of global luxury brands and male talent has resulted in partnerships that transcend mere endorsements, embodying authenticity, artistry, and cultural resonance. Here’s a curated look at these standout collaborations:
Tamino x Hermès Terre d’Hermès Eau de Parfum Intense
Belgian-Egyptian singer-songwriter Tamino has been unveiled in March as the face of Hermès’ fragrance, Terre d’Hermès Eau de Parfum Intense. Known for his soulful voice and introspective music, Tamino’s artistic sensibilities align seamlessly with Hermès’ dedication to timeless elegance.
The campaign imagery, characterised by stark contrasts and desert landscapes, reflects the fragrance’s woody and earthy notes. Christine Nagel, Creative Director of Hermès Perfumes’ described the perfume as “the raging heat of an underground fire rising forcefully to the surface” and Tamino is an undeniable fiery force.
Why it works: Tamino’s profound artistry and cultural heritage resonate with Hermès’ commitment to authenticity and elegance.
Post Malone x SKIMS
Post Malone is the latest face of SKIMS. The campaign, set against a rugged Utah backdrop, features the “Sunflower” singer in camouflage underwear and heavyweight fleece loungewear, capturing a blend of comfort and rugged masculinity. In an interview with GQ, Malone described the photoshoot as both “terrifying” and empowering, likening the experience to a Sasquatch sighting and expressing surprise at feeling like a “handsome son of a b*tch.”
Kim Kardashian, founder of SKIMS, praised Malone for his “effortless energy and style,” calling him the perfect face for the campaign. The launch also introduces SKIMS’ new heavyweight fleece line, a significant expansion in their menswear offerings.
Why it works: Malone’s laid-back, authentic persona aligns perfectly with SKIMS’ ethos of comfort and inclusivity.
Tom Holland x Prada Beauty
Tom Holland has been appointed as the Global Ambassador for Prada Beauty. Known for his role as Spider-Man, Holland brings a blend of youthful energy and depth to the brand.
The campaign for Prada’s Paradigme fragrance, featuring Holland, invites men to explore alternative expressions of masculinity, encapsulating the essence of the scent. As Prada Beauty’s Global Brand President, Yann Andrea, remarked, “Tom Holland was the perfect choice. He is so much embracing [one’s] multidimensionality with a lot of simplicity and kindness.”
Why it works: Holland’s dynamic range and commitment to authenticity mirror Prada’s ethos of redefining norms and embracing complexity.
Jeremy Allen White x Louis Vuitton
Jeremy Allen White has been named the new face of Louis Vuitton. Known for his role in The Bear, White’s portrayal of a chef navigating personal and professional challenges has garnered critical acclaim. His understated style and authenticity have caught the attention of Louis Vuitton’s creative director, Pharrell Williams, who described White’s “quiet confidence and authenticity” as embodying the brand’s values.
The campaign showcases White in Louis Vuitton’s Fall/Winter collection, emphasizing craftsmanship and modern elegance. As Williams noted, “It’s effortless. At Louis Vuitton, it’s about real people who move culture forward—and Jeremy lives that.”
Why it works: White’s genuine presence and evolving style resonate with Louis Vuitton’s commitment to celebrating individuality and craftsmanship.
Honourable mention: Jeremy’s Calvin Klein internet-breaking white boxers campaign.
Ahmed Ghozzi x Emporio Armani “Stronger With You”
Egyptian actor Ahmed Ghozzi has been announced as the first Egyptian ambassador for Emporio Armani’s “Stronger With You” fragrance. Ghozzi’s recent roles in “Project X” and ” have showcased his versatility and depth, qualities that align with the fragrance’s theme of strength and passion. His appointment marks a significant moment in regional representation within the luxury fragrance industry. The campaign, directed by Jonathan Alric, emphasises the emotional connection and intensity embodied by the scent, with Ghozzi’s portrayal capturing the essence of modern masculinity.
Why it works: Ghozzi’s authentic representation of Egyptian culture and his compelling screen presence resonate with Armani’s values of strength and sophistication.
Ishaan Khatter x Hugo Boss
BOSS has unveiled its Fall/Winter 2025 campaign with a bold new cast that feels both fresh and forward-looking. At the center is Ishaan Khatter, the Indian actor and dancer who has already made waves in Bollywood and is now breaking into Hollywood with his critically acclaimed performance in Homebound, a standout at this year’s Cannes Film Festival. Alongside him is British actor Aaron Pierre, classically trained and known for his commanding stage presence, soon to take on a superhero role with DC Studios.
Their inclusion signals a refreshing embrace of global talent, diversity, and new perspectives, bringing real depth to the brand’s evolving vision. Shot by Mikael Jansson, the campaign channels ambition and individuality through sleek portraits and texturally rich looks from the FW25 collection, which leans into dusky greys, sage greens, and decadent chocolate hues. Returning BOSS ambassadors, including K-pop powerhouse S.COUPS, tennis ace Taylor Fritz, and model Amelia Gray, balance familiar star power with boundary-pushing new energy.
Why it works: Ishaan Khatter’s dynamic versatility, cross-industry impact, and commitment to authenticity align perfectly with BOSS’s “Be the Next” ethos, celebrating those carving their own path and shaping the future.
Lewis Hamilton x lululemon
Seven-time Formula 1 World Champion Lewis Hamilton has joined lululemon as its newest ambassador. Known for his advocacy for diversity and inclusion, Hamilton’s partnership with lululemon underscores the brand’s commitment to promoting wellness and performance.
The collaboration focuses on empowering individuals to live a life of purpose and performance, reflecting Hamilton’s own journey both on and off the track. As lululemon’s Chief Brand and Product Activation Officer, Nikki Neuburger remarked, “Lewis is a game-changer in every sense of the word. His relentless commitment to performance, wellbeing, and impact align completely with what we stand for at lululemon.”
Why it works: Hamilton’s dedication to excellence aligns seamlessly with lululemon’s values of performance and wellbeing.
Kendrick Lamar x Chanel
Kendrick Lamar signed on as Chanel’s latest ambassador back in April. The partnership with the French luxury house marks a significant moment in the intersection of music and fashion.
The collaboration was launched with the Pulitzer-winning rapper featuring in Chanel’s Spring eyewear campaign, showcasing the brand’s timeless elegance through a contemporary lens.
Why it works: Lamar’s groundbreaking artistry and cultural influence resonate with Chanel’s commitment to timeless elegance and innovation.
