New Delhi: Actor Ishaan Khatter has become the first Indian to front Hugo Boss’ Fall-Winter 2025 global campaign, joining a roster that has previously featured names like David Beckham and Chris Hemsworth. The campaign, centred on the message – Be Your Own Boss, signals the brand’s shift towards younger, emerging talent.
“I’m proud to be part of it, not just because it’s a milestone for me, but because it represents Indian presence in the European global fashion space,” Khatter told ETRetail. “For me, the campaign’s ethos of owning your story and manifesting your destiny really resonated.”
Khatter’s rise in fashion has been steady. He was the only Indian actor invited to Louis Vuitton’s Spring/Summer 2026 Paris show, fronted Messika Jewellery’s campaign, and continues to work with Indian consumer brands including Nykaa and Bisleri Pop.
On choosing partnerships, Khatter says quality and authenticity drive his decisions. “I won’t endorse something I don’t use or believe in. I’ve turned down categories like skin-whitening creams because I don’t want to back harmful messaging,” he said.
Asked about following peers into entrepreneurship, Khatter acknowledged that he is keen on building something of his own in areas like music, clothing, lifestyle, or travel. “Those are natural extensions of who I am,” he said.
Even as his Hollywood debut with The Perfect Couple and film Homebound gain international attention, Khatter remains cautious about labels like “global icon.” “It’s early days. I’m still figuring myself out, and authenticity matters more than rushing to project an image,” he said.
For him, the bigger picture lies in how Indian talent is being perceived globally. “The world is looking at India in cinema, in fashion, in business. I’d like to see not just global brands coming here, but Indian brands growing outward too,” Khatter said.
