BOSS x Russell Athletic

BIGGEST SOCIAL-FIRST EVENT AT HUGO BOSS, MADE FOR GEN-Z

What happens when two innovators in different fields get together? They create a completely new space fit for a new generation. Meet BOSS x Russell Athletic 2.0: the second capsule collaboration fusing the art of tailoring with the nostalgic storytelling of classic sportswear, for a 24/7 lifestyle. After the star-studded digital launch of the first season in March, the second season was launched at the Milan fashion Week in September, in a spectacular social-first experience, the biggest in the history of HUGO BOSS. 

Intreview BOSS x RUSSELL ATHLETIC

DRESS UP, DRESS DOWN, BE YOUR OWN BOSS

This time, it was not a fashion show but a launch experience brought to life a baseball game set in the world of HUGO BOSS. It combined the best of fashion with the excitement and the team spirit of a baseball game featuring players, mascots, an American cheerleading squad, a parade, and a marching band. 


The collection, comprising 60 looks – 48 collection and 12 editorial, was paraded by a line-up of models including Gigi Hadid, Irina Shayk , Joan Smalls, Cindy Bruna, Alpha Dia, Alton Mason, and Adut Akech. TikTok sensation Khaby Lame, who was in attendance as part of his first ever fashion collaboration, closed the show. 


The second capsule collection of BOSS x Russell Athletic brings together influences from baseball along with relaxed 90s-style silhouettes, includes varsity jackets, dresses, hoodies, sweatpants, and checkered overcoats, meant to be mixed and matched. The collection is testimony to the timeless tailoring of HUGO BOSS and the casualwear legacy of Russell Athletic. The iconic BOSS x Russell Athletic logo is ubiquitous in the inimitably crafted casualwear made for a new generation.
 

BOSS X RUSSELL ATHLETIC CAMPAIGN VIDEO

The spirit of BOSS x Russell Athletic has also been artfully portrayed by the campaign film made by photographer Andrew Jacobs and filmmaker Matthew Dillon Cohen. Set in New York, the film captures a slice of youth in a group of friends as they ‘chill’ on the streets, go on a road trip and then head off to a baseball game. The film follows the group as they come together and revel in the energy of the city, which becomes a captivating backdrop for their vibrant styles. 

EVERYDAY STARS, EVERYDAY INSPIRATION

Over 200 top influencers and digital creators attended the live launch experience in Milan, including Chiara Ferragni, Fedez, Fai Khadra, Avan Jogia, and Benji Krol, alongside TikTok stars Elevatorboys, Younes Zarou, and Elisa Maino. HUGO BOSS and TikTok jointly hosted a dinner for creators and influencers on the eve of the launch. An exclusive #BOSSMoves content creation lounge was also set-up for them. Guests at the dinner included Olympians Alica Schmidt and Yusra Mardini (UNHCR Goodwill Ambassador), DTM racing driver Sophia Flörsch, fashion editor and stylist Letizia Schatzinger, and fashion entrepreneur Caro Daur. 
 

NFTs AND THE TIKTOK CHALLENGE #BOSSMoves
As part of the social-first approach, like last time, HUGO BOSS is throwing a #BOSSMoves challenge  on TikTok, open to Germany, France, Russia, and the UK . Only this time, those who enter the challenge automatically become eligible to win 5 exclusive NFT jackets, until the end of the challenge in October. Each winner receives an NFT (Non-Fungible Tokens), a digital piece of art available on the blockchain , in the form of a bomber jacket that lives in its own, imaginary island in New York City. The winner also receives a physical, wearable twin of the respective jacket. In this way, the physical and the digital worlds seamlessly merge offering a truly omnichannel experience.