Please enter your username or the email address associated with the account so we can help you reset your password.
Following its new growth strategy of boosting brands and targeting younger customer groups, HUGO BOSS celebrated the launch of its second BOSS X Russell Athletic capsule collection with an action-packed phygital experience.
The physical collection presentation in a baseball stadium in Milan only set the stage for the extensive activation on social media. The event was designed to be a "postable" moment at every twist and turn. With a global streaming across the BOSS channels, all customers were given a digital front row seat.
The cast and the audience were strategically selected based on their Instagram or TikTok profile and status: Among models like Gigi Hadid, Irina Shayk, Joan Smalls, Cindy Bruna, Alton Mason and Adut Akech the athletes Alica Schmidt, Trenten Merrill and Race Imboden, plus K-pop star Big Matthew and TikToker Khaby Lame (@khaby.lame), celebrated their runway debuts. Khaby Lame, who made an exclusive appearance to close the show, is one of the most successful TikTok creators with 113 million followers and BOSS is the first fashion brand ever to be posted on his channel. Social media stars like Chiara Ferragni, Fedez, Fai Khadra, Avan Jogia, and Benji Krol in addition shared their experiences of the day.
The phenomenal digital buzz created around the world exceeded everything the brand has ever seen before. This made the event, which took place last Thursday, the largest social-first event in the HUGO BOSS history.
"This event is our benchmark for what we will deliver as an experience to customers around the world as of today. It underlines the great potential and global brand strength of BOSS and pays into our target to turn customers into fans. I am more than excited to further enter this journey together with the team," says Daniel Grieder, CEO of HUGO BOSS AG.
The Social Media success of the event is visible across all areas, channels and KPIs:
Thank you for signing up, please check your email for more information.