Gucci has called on TikTok trainspotting phenomenon Francis Bourgeois to be the face of its latest campaign to advertise its collaboration with The North Face.
Bourgeois has become known for his wholesome train content which has served up laughter and joy for millions on social media platform TikTok.
He now has over a million followers on the platform where he videos himself watching trains roaring past him with an infectious laugh.
In the campaign, Bourgeois is seen wearing a $9,000 puffer jacket with a matching pair of $2,000 trousers.
“It’s actually nice seeing someone so wholesome get brand deals like this rather than problematic influencers, it’s amazing” one user commented on Bourgeois’ video showcasing the campaign.
@francis.bourgeois Here I am jumping aboard a 2MT locomotive for @Gucci x @thenorthface and @Highsnobiety campaign! #trains #trending #fyp ♬ original sound – Francis Bourgeois
Neither brand are yet to comment on the collaboration however it is a prime example of how the power of social media can be to brand reach, with Bourgeois’ content differing drastically from most “influencers” however garnering the same or even more interest.
Bourgeois told Highsnobiety that he wants to explore Japan’s train culture, start his own clothing line, and open a “train-themed nightclub.”