The brand's creative, artistic and image director Hedi Slimane photographed Eubanks, pictured in a leather jacket and striped crop top.
Eubanks has amassed 7.5 million followers on TikTok. That's impressive, considering he told Paper earlier this year that he had only joined the app in 2018, and only saw his followings rise drastically starting earlier this year. Despite a bad boy image (that is, thanks to his two-toned fluorescent hair and general penchant for neon, not that far from Billie Eilish's "bad guy" image), Eubank's videos on the platform are mostly silly fun. There's lots of dancing, lip-synching, quick edits, and experimentation with makeup and hairstyling.
By may of this year, Eubanks signed a deal with the "youth entertainment company," Kyra. The agency essentially helps its stars produce content as well as strike brand partnerships (he's also launched his own brand of merch since joining the agency).

Eubanks' quick trajectory from a kid living in the Atlanta suburbs to one of fashion's buzziest brand faces might perplex anyone over 25, but rendered in Slimane's black-and-white portraits, it's easier to understand.
This isn't the first time the star of an emerging video platform has risen from anonymity to fashion star at lightening speed. A few years ago, Cameron Dallas caused a massive spectacle outside of a Dolce & Gabbana show in Milan

The short-form video network TikTok has become a new destination for brands to find talent, as its user base swells. Fashion has just begun to dabble in TikTok marketing. Brands like Burberry and Calvin Klein only began to post content to the platform this year, while startups like Poshmark now run ads on the platform.