HUGO BOSS takes Social-First Approach at Milan Fashion Week

HUGO BOSS celebrated the launch of its second BOSS x Russell Athletic capsule collection at Milan Fashion Week in spectacular style. The action-packed phygital experience broke the fashion week mold and created phenomenal digital buzz around the world.

Over 1,300 guests attended the baseball-inspired event, which took place at Kennedy Sport Center in Milan. Before the models took to the field, mascots, a marching band, cheerleaders, and more created an authentic game day atmosphere. Led by Gigi Hadid, models including Irina Shayk, Joan Smalls, Cindy Bruna, Alpha Dia, Alton Mason, and Adut Akech, showcased the new collection. Completing the cast were athletes Alica Schmidt, Trenten Merrill, and Race Imboden, plus K-pop star Big Matthew, who all made their modeling debuts at the show-turned-extravaganza.

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