K-Pop Fans Are Shook As They Recognize KARD’s BM In New HUGO BOSS Ads

“The way I stopped scrolling and did a double take.”

KARD‘s BM (also known as Big Matthew) didn’t just release his new single “LOST IN EUPHORIA” (by the way, MV is out January 28).

He’s also apparently the new face of German mid-luxury fashion house HUGO (Hugo Boss AG).

K-Pop fans were in for a surprise today when they were scrolling through TikTok. Lots of new HUGO ads appeared on users’ FYPs (For You Pages), but they weren’t expecting to see a familiar face…


There’s no right way, only your way. How do you HUGO?

♬ Promoted Music – hugo

And the ads even featured his song “Body Movin.”


#ad Join me in the official HUGO dance challenge #HowDoYouHUGO @HUGO

♬ Body Movin – BM

Many did a double-take only to realize it was none other than BM himself. They were shocked and confused at first!

Screenshot on January 26, 2022. | @hugo/TikTok

Yet, today, HUGO officially made the announcement on their socials that BM would be part of the brand’s new global campaign. Also featured in the “How Do You HUGO” campaign is American dancer Maddie Ziegler, South Sudanese Australian model Adut Akech, and American rapper SAINt JHN.

HUGO BOSS’s Instagram Stories. | @hugo_official/Instagram

Likewise, BM shared with his social media followers that he is officially “the new face of” HUGO! He shared how much it meant to him to be part of HUGO BOSS’s new global campaign.

Excited to to be the new face of @hugo_official global campaign #HowDoYouHUGO #ad

Self expression and doing things my own way have always been important for me, happy to you all could join me in this experience.

— BM

While initially shocked to see BM in so many ads on social media today, fans are beyond excited for this amazing opportunity for BM. He is so deserving of it!

Screenshot on January 26, 2022. | @hugo_official/Instagram

Secure that bag, BM!

Source: TikTok