Actor Ishaan Khatter has marked a milestone for Indian representation in global fashion by becoming the first Indian to front Hugo Boss’ Fall-Winter 2025 international campaign. The German luxury label, which has previously cast global icons such as David Beckham and Chris Hemsworth, is repositioning its brand voice around younger and emerging talent under the theme “Be Your Own Boss.”
Speaking about the collaboration, Khatter said the association goes beyond personal achievement. “This isn’t just a milestone for me, it’s a reflection of Indian presence in the European fashion space. The ethos of owning your story and shaping your destiny resonated deeply with me,” he told ETRetail.
Khatter’s visibility in the fashion and lifestyle sector has been building steadily. He was the only Indian actor invited to Louis Vuitton’s Spring/Summer 2026 Paris showcase, recently fronted a campaign for Messika Jewellery, and continues to collaborate with Indian consumer brands including Nykaa and Bisleri Pop. His approach to endorsements, he explained, is guided by quality and authenticity. “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.”
Looking ahead, the 28-year-old actor is considering entrepreneurship in segments that align with his personal interests such as music, fashion, lifestyle and travel. “Those are natural extensions of who I am,” he said.
While his Hollywood debut with The Perfect Couple and the upcoming film Homebound have broadened his international footprint, Khatter maintains he is cautious with labels like “global icon.” For him, the significance lies in how India is being viewed across industries. “The world is looking at India in cinema, in fashion, in business. I’d like to see not just global brands here, but Indian brands growing outward too,” he said.
