Game day has arrived. A crowd of more than 1,300 headed to Kennedy Sport Center in Milan to take part in an action-packed, phygital experience 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 numerous 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 sounds 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 incredible 113 million followers in just 18 months with his channel, Khaby made the exclusive appearance to mark his first-ever partnership with a fashion brand.
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 LinkedIn.
Collection will be exclusively available in BOSS Stores Suria KLCC and Gurney Plaza Penang from the 15 October, 2021 onwards.
