BOSS GAME: Boss has planned a big show for his Milan Fashion Week reveal of his second collaboration with Russell Athletic and he delivered exactly what he promised, if not more.
Guests at the venue, the Kennedy Sport Center in western Milan, were escorted by golf carts from the entrance to the baseball field where the show-slash-fest took place. Especially for the Europeans in the crowd, it was an unusual site to see a marching band playing pop hits, cheerleaders jumping, twirling and doing all their jaw-dropping tricks.
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Everything was set up perfectly for a real game, from the waiters serving popcorn and small burgers, to the crowd waving and cheering (Chicago Cubs vs. Cleveland Indians in 2016, do you mind?), That we couldn’t keep from feeling transported by the energy.
Regardless of the fact that the clothing – a line of bespoke sportswear geared towards Gen Z customers that the Boss brand is courting – were hard to see amid the fanfare around the catwalk, the experience was great and Purposefully designed for online viewers to connect through Instagram and other social media platforms.
Powerful social media players like models Gigi Hadid, Irina Shayk, Joan Smalls and Adut Akechas and track and field athlete Alica Schmidt strutted the field turned into a podium, exciting the audience. Italian sensation TikTok Khaby Lame closed the show.
As the show drew to a close, guests were craving a real baseball game. The good news is that it shouldn’t take long now to witness in person the November lifting of the travel ban to the United States for vaccinated European citizens.
In an exclusive sneak peek with WWD, Hugo Boss Brand Director Ingo Wilts said the company wanted to combine its heritage with that of the American sportswear icon. Mission accomplished.
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