When your cast has over 300 million followers on social - 200 million via @khaby00 alone - who needs press? From tennis to @tiktok, acting to athletics, music to comedy, and even a bit of old fashioned fashion modelling and design, the combined creative and personal demographic of those who walked in the @boss Dubai “activation” that dropped today and was shot earlier this week in Dubai by Etienne Russo was enough to all-but guarantee a gazillion impressions for this see-now buy-now exercise in new-new media know how. So thanks to the boss team for letting me hang around and watch their high-energy multi-platform and super-fun strategy unfold on behalf of @voguebusiness That cast in as full as I can get it was @alicasmd @teyanataylor @taylor_hill @preciousleexoxo @watanabenaomi703 @candiceswanepoe @stellamaxwell @thetripletsss @zainab.aleqabi @didistone @warukatta @ninamarker @nnguyenjade @_dilone @maartjeverhoef @malika.elmaslouhi @cindybruna @madelinesmodelling_ @darkskin_tosin @matberrettini @nic.kaufmann @iblamejordan @altonmason @tommyvm @valentinhumbroich @tr3n10 @alexxxcunha @jamescturlington @david_jaige @rishirobin_ @simon.nessman @twinshadban @wisdm @mutaz.barshim @alpha_dia_ @pozzialessio @its_lucien @mxdior @sundyjules @nickmayhugh and the mighty @spencerphipps - who is also a gifted camel-tamer