A French TikTok star has become the unlikely face of Gucci’s latest campaign. The 21-year old train enthusiast has garnered over two million followers, and another string to his bow.

For over a year, Francis Bourgeois has been charming his audience with his knowledge of trains. His wholesome hobby has turned him into the face of the latest Gucci collaboration with North Face. 

Bumping out top models and actors, Bourgeois has become an unlikely face of the luxury brand. Teaming up with publisher High Snobiety, the campaign shows Bourgeois as a train instructor. The filtered lens gives the campaign a vintage feel, but the clothes are as modern as can be.

With the rise of TikTok becoming 2021’s most popular website and looking to overtake Instagram as the most used social media app, is Bourgeois foray into the fashion world the start of a new trend?