BOSS And Russell Athletic Reveal New Collection With Unique Milan Experience

Game day has arrived. A crowd of more than 1,300 headed to Kennedy Sport Center in Milan last September 23 to take part in an action-packed, phygital experience celebrating the launch of the second BOSS x Russell Athletic collection.

Capturing the collective spirit of team sports and the excitement of a big game, the interactive event broke the fashion week mold in spectacular style. With food trucks, mascots, cheerleaders, and more, it was an unforgettable day in Milan as one of fashion’s most talked-about collaborations stepped up to a whole new level. Action on the field was matched by phenomenal digital buzz around the world, with numerous social media stars sharing the experience online.

Modeling icon Gigi Hadid kicked off proceedings, stepping out to the sounds of the '9Os played by the Triuggio Marching Band. Gigi was joined by an of-the-moment cast, including Irina Shayk, Joan Smalls, Cindy Bruna, AIpha Dia, Alton Mason, and Adut Akech, as 60 looks were presented for Pre-Spring 2022. Completing the all-star line-up was top German athlete Alica Schmidt, who made her modelling debut at the baseball-themed extravaganza.

Closing the show was TikTok creator Khaby Lame. After attracting an incredible 113 million followers in just 18 months with his channel, Khaby made the exclusive appearance to mark his first-ever partnership with a fashion brand.

Social media royalty Chiara Ferragni, Fedez, Fai Khadra, Avon Jogia, and Benji Krol were among nearly 200 creators and influencers in the crowd, which also included TikTok stars Elevatorboys, Younes Zarou, and Elisa Maino. The event marks a major milestone in the brand’s history as its debut social-first event.

Bringing a fresh perspective to retro Americans references, the co-created pieces unite BOSS tailoring expertise with the sportswear aesthetic of Russell Athletic. Pieces from the BOSS Pre-Fall and Pre-Spring collections were also part of the event, which was live streamed globally on TikTok, Instagram, and YouTube, as well as Linkedln.

Further information on HUGO BOSS can be found at hugoboss.com.  

In the Philippines, BOSS is exclusively distributed by Stores Specialists, Inc., and is located at Greenbelt 5, Rustan’s Makati, Shangri-La East Wing, Rustan’s Shangri-La, Solaire Resort & Casino, City of Dreams Manila, 158 Designer’s Blvd. Newport Mall and Rustan’s Cebu.

Visit www.hugoboss.com and www.ssilife.com.ph or follow @ssilifeph on Instagram for more information.