Kabi Lame: The Unlikely Fashion Icon ‘Universal Language’

Milan – Kabi Lame, the most followed TikToker in the world, is incredibly shy.

Last June, 22-year-old Lame surpassed Charlie D’Amilion to become the platform’s most popular creator on the strength of his trademark tongue-in-cheek clips that satirize wordlessly over-complicated life hack videos. And for his character, he doesn’t like to talk about it too much.

That didn’t stop him from taking off. His TikToks are not only funny but also powerfully universal, gaining fans (150.5 million TikTok followers at last count) and making the Senegalese-Italian an unlikely ambassador for fashion brands like Hugo Boss.

Lame had never been featured by a fashion brand before when he was left to close the Russell Athletic x Boss fashion show in September 2021, but Hugo Boss head of marketing Mia Sullivan said it offered “a disruptive customer relationship.” Lame was signed as Chief Ambassador immediately after the event.

“His silent comedy speaks a language that everyone in the world can understand,” Sullivan says, citing the “unprecedented brand warmth” he’s generated for the company as it tries to engage a new generation of consumers.

But there was nothing strategic about Lame’s rise. “When I started, I didn’t start with the intention of making a career, it was pure love. I think users have noticed that, that I’m always genuine,” he said. “Then it helped me use universal language, hand signals and language that everyone could understand.

Kabi Lame was born in 2000 in Dakar, Senegal. The following year he came to Italy with his parents, settling in a public housing project in Chivasso, a small town near Turin. He had a happy childhood. His dyslexia presented challenges at school, but he “got through it” and dreamed of becoming an actor, idolizing Will Smith on “The Fresh Prince of Bel-Air.” He has made several funny YouTube videos. “There were always funny videos where I would make fun of myself or someone else,” he recalls. “I loved to make people laugh, have fun.”

At the age of fourteen, his father sent him back to Senegal to study at a Koranic school near Dakar. “I’ve always been a believer and a practitioner,” says Lame. “That experience gave me a lot, it made me believe.”

Back in Italy, he “worked many jobs to help my family: waiter, bricklayer, assistant cook, dishwasher.” Then, Covid-19 changed the course of his life. In March 2020, he was working in a factory near Turin. Italy was hit hard and Lamme was fired as the country plunged into lockdown, but he “used it to develop my emotions” and focused on making funny videos.

“At first I tried different formats before I found what worked for me and my audience, but they were always funny, self-deprecating videos and parodies,” he recalls. “I mainly draw inspiration from real life, but I also surf the net on Tiktok and other social networks. I spend at least 3 hours every day developing the right content, and most importantly, it doesn’t offend anyone. I care a lot about making content that’s fun for everyone and doesn’t embarrass anyone.”

He attributes his success to his simple, honest and organic approach. “Just have fun. Do what you want to do and talk about the things you love. The key is to keep yourself, users will appreciate that,” he said. “You just need to be passionate and consistent.”

“Whether it’s his quiet energy, memorable humor, precise style or relatability, Kabi is an instantly recognizable star that transcends communities, cultures and content,” said Kudzi Chikumbu, Head of Global Creative Marketing, TikTok. “His daily reach is a superpower.”

Lame still dreams of Will Smith. “I dream of going to America and becoming a comedian and maybe working with my idol, Will Smith,” he says. “Winning an Oscar is the ultimate dream. I am studying both acting and English everyday. I want to be good and I deserve everything that comes. “

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