Olympic champion Imane Khelif made a striking debut at Paris Fashion Week on Monday, stepping into the fashion spotlight just days after being unveiled as the face of Algerian beauty brand BEL*NCO.
The 26-year-old boxer arrived in style, exiting a sleek black car wearing a custom-made Chanel silk trouser suit valued at over £4,000. The Jacquard-inspired monochrome loungewear showcased her confident transition from the boxing ring to high fashion as photographers captured every moment of her first Fashion Week appearance.
Khelif secured a coveted front-row seat at the Chanel Womenswear Spring/Summer 26 show, marking a new chapter in her public persona. Her presence at the prestigious event came shortly after BEL*NCO announced their partnership through an Instagram campaign featuring the bold declaration “the champ is here.”
The beauty brand’s statement positioned Khelif as the perfect embodiment of their vision: “Confidence takes the stage. We are proud to announce Khelif as the face of BEL*NCO. She embodies strength, resilience, and grace. The perfect reflection of what skin with attitude truly means.”
The promotional campaign features Khelif addressing her critics head-on, delivering a powerful message about perseverance and self-belief. In the accompanying video, she declares: “They said boxing wasn’t for me. They said I would stop one day. They said I was too much for the ring. Now, they say I’m not enough for beauty? So I proved them wrong…”
This bold move into the fashion and beauty world comes as Khelif navigates a complex legal battle with boxing authorities. The Algerian athlete, who rose to global prominence after winning gold at the 2024 Paris Olympics, has been effectively barred from competition due to new mandatory genetic screening requirements introduced by World Boxing.
The governing body now requires all competitors to undergo PCR testing or medical equivalent screening through saliva, blood, or swab samples. Those determined to have male characteristics at birth are prohibited from competing in women’s divisions. Boris van der Vorst, World Boxing’s president, defended the policy by stating: “World Boxing respects the dignity of all individuals and is keen to ensure it is as inclusive as possible, yet in a combat sport like boxing, we have a duty of care to deliver safety and competitiveness fairness which are the key principles that have guided the development and creation of this policy.”
Rather than accept the restrictions, Khelif has taken her case to the Court of Arbitration for Sport, seeking the right to compete without undergoing the mandatory testing. The new regulations have already had widespread impact, with numerous female athletes excluded from this year’s amateur World Championships in Liverpool after failing to meet testing deadlines.
Despite the ongoing controversy, Khelif remains adamant about her boxing future. Last month, she firmly dispelled retirement rumors that had circulated following comments from her former representative Nasser Yesfah. Taking to Facebook, she clarified: “I would like to make it clear to the public that the reports of my retirement from boxing are false.”
She also severed ties with Yesfah, stating he had “betrayed (her) trust and (her) country with his false and malicious statements” and confirming that “this person no longer represents me in any way.”
Khelif emphasized her continued commitment to the sport: “I have never announced my retirement from boxing. I remain committed to my sporting career, I train regularly and I maintain my physical condition between Algeria and Qatar in preparation for upcoming events.”
Her Fashion Week appearance and beauty brand partnership represent a strategic pivot while legal proceedings continue. BEL*NCO has embraced this association, marketing products under the tagline “glow like a champion.”
