SMODÈ MAGAZINE

Hugo Boss Gains Largest Social Media Coverage In Fashion Week History With 4 Billion Impressions In 4 Days

Share Article

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 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 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.

Courtesy of Hugo Boss

This content is locked for members only

Login or Subscribe Now To Unlock The Article!