French Montana is the new face of BoohooMan

By

Barbara Santamaria

Published
Apr 10, 2018

This month will see BoohooMan launch an extensive collaborative collection with Moroccan-American hip-hop recording artist French Montana.

Hot on the heels of Booho collaborating with American superstar Zendaya, the brand’s dedicated menswear line has named French Montana as is new face.

Together, they are launching an exclusive Spring/Summer collection that includes 65 ready-to-wear pieces, including neutral jersey styles, tracksuits and t-shirts.

The collection takes cues from Mediterranean and Moroccan culture, which translates into bold tropical and leopard prints, colour variances and summer cuts.

In addition to the more traditional menswear pieces are trend-driven styles like statement co-ords, distressed denim and design details like embroidery, fringing and hardware embellishment.

Celebrity endorsement has become an integral part of Boohoo’s proposition, fuelling sales and appeal as it helps it increase brand awareness globally. The British retailer saw its pre-tax profits rise by an impressive 97% in 2017, supported in part by its social media efforts.

The retailer as previously collaborated with Charli XCX, Jordyn Woods, Gemma Collins and Tyga.