Abby Baffoe's 'Full-Circle Moment': From Sock Curls To Boohoo Boss Energy

Chicago native turned New York City it-girl Abby Baffoe has officially leveled up from TikTok’s hair-hack queen to the dazzling new face of boohoo’s 2025 Party Season campaign. Known for her signature “sock curls” and relatable, laugh-out-loud beauty tutorials, Abby has become the go-to creator for anyone who wants to look glam without taking themselves too seriously. Now, she’s bringing her signature sparkle to one of the biggest fast-fashion partnerships of the year. Boohoo’s latest drop promises “elevated glamour at affordable prices,” and Abby embodies exactly that of confidence, creativity, and a whole lot of fun.

When Baffoe learned she’d been chosen as the face of boohoo’s Party Season campaign, the reaction was pure disbelief and a little nostalgia. She’d once been the college-age girl filling her cart with affordable boohoo looks. Now, she’s leading the campaign. “It truly was a full-circle moment,” Abby told The Blast, recalling the instant she got the call. “I actually have DMs that I sent to boohoo when I first started social media pitching myself to them to possibly work with them in exchange for product.”

She added, “Boohoo was a brand that I was always shopping in my early 20s when I had basically no money to my name. Their pieces are so affordable yet elevated and trendy.”

The campaign, fittingly titled “Late Checkout,” was shot inside a New York City hotel, the ultimate setting for a creator whose feed is filled with travel vlogs, room-service orders, and spontaneous city adventures. “It was very glamorous, fabulous, and all the pieces are ones I truly love and would wear,” she said. “And of course we got to include my little dog Lady! I’m so proud of how it all came to life.”

Abby personally styled each look, picking standout pieces that blend chic and comfort. Her favorites? “The fur jackets,” she gushed. “Nothing spices up an outfit in the fall or winter more than a fabulous faux-fur coat!”

Boohoo is calling this its most glamorous collection yet, and Abby couldn’t agree more. “Glamorous, fabulous, and elevated yet affordable!” she said when asked to sum up the vibe in three words.

The edit features sculptural tops, sparkly two-pieces, and, naturally, the kind of faux-furs and baggy denim that can go from airport to after-party. “All the pieces are fun statement pieces, yet they can be styled so many different ways,” she explained. “We have two pieces that can be worn together or separately, baggy denim that can be dressed up or down, fur jackets that take even the most casual outfit to the next level.”

And while it’s undeniably glam, Abby insists it’s still approachable. “You don’t need to break the bank to look and feel amazing,” she said. “Boohoo has so many incredible pieces that look expensive but are very accessible.”

Before the campaign lights, Baffoe was building her empire one viral hack at a time. Her “sock curl” video turned into a full-blown beauty movement, and from there she became known for her mix of humor, authenticity, and next-level tutorials. “I always say that authenticity shines through,” she told The Blast. “Once I started showing my personality more, things really shifted for me. We live in a world of social media, and I think people really value and crave realness over highly curated, surface-level content.”

Her personal style has evolved, too. “I definitely used to fall more into trends,” Abby admitted. “None of those pieces have stayed in my closet over the years. I have more of my own personal style now and love having pieces that I feel great in and can style multiple ways.”

Despite her growing fame, she says relatability is still her secret weapon. “Every day I feel more and more comfortable to show myself and my personality from the love and support I receive from my followers,” she said. “I am so beyond grateful for them.” And for fans waiting for her next “Get Ready With Me," she teased a surprise on the way. “You can definitely expect another exciting launch from me," she said. "Think cozy season… and the best Christmas gift!”

As boohoo celebrates its 20th anniversary, Abby believes the brand’s staying power comes down to one thing, and that's accessibility. “It resonates across the world because of the accessibility of the beautiful pieces,” she said. “You don’t have to spend hundreds of dollars to look and feel amazing.”

The campaign’s message of empowerment also aligns perfectly with her own platform. “This whole campaign was about empowering women to feel confident in what they wear,” Abby emphasized. “Whether that be structured blazers, glitzy sets, body-con dresses, baggy denim, or oversized tees, there truly is something for everyone. The pieces are bold, comfortable, elegant, feminine, and most importantly, they make you feel incredible while you’re in them.”

After the shoot, fan reactions flooded her DMs. “We got the best feedback,” she shared. “I get emotional going through the comments. My hope for this collection is that people feel like their best selves when they are in it.”

If she could give advice to her younger self, the one just figuring out her first hair-hack videos, Abby’s message is simple. “Whatever you believe, you can achieve, and no dream is too big," she said. "Surround yourself around people who also believe that for you.”

From sock curls to "Late Checkout," Abby’s journey is one of self-belief, sparkle, and staying true to what makes her shine. And if her past year is any indication, the party’s just getting started.