Boss X Russell Athletic Reveal New Collection Pre-Spring 2022 at Milan Fashion Week
WHEN: 23 september
WHERE: Kennedy Sport Center – Milano
WHO: Gigi Hadid, Irina Shayk, Joan Smalls, Alica Schmidt (German Athlete), Tiktoker Khaby Lame, Chiara Ferragni, Fedez, Elisa Maino, Giuseppe Maggio, Riccardo Mandolini, Fai Khadra, Avan Jogia, Benji Krol, TikTok Elevatorboys, Younes Zarou and Elisa Maino.
Game day has arrived. A crowdof more than 1,300 headed to Kennedy Sport Center in Milan today to take part in an action packed, phygital experince 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 numorous social media stars sharing the experience online and the collection already shoppable on Instagram.
Modeling icon Gigi Hadid kicked off proceedings, stepping out to the sound of the ’90s played by the Triuggio Marching Band. Gigi was joined by an of-the-moment cast, including Irina Shayk, Joan Smalls, Cindy Bruna, Alpha 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 incradible 113 million followers in just 18 month 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, Avan Jogya, Benji Kroi 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 mojor milestone in the brand’s history as its debut social-first event.
Bringing a fresh perspective to retro Americana 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 livestreamed globally on Tiktok, Instagram and YouTube, as well as Linkedln.
All images courtesy of BOSS
PR Agency Karla Otto Milan