Boss x Russell Athletic Milan Fashion Week Show Entertains – WWD

BOSS GAME: Boss anticipated a grand spectacle for its Milan Fashion Week reveal of its second collaboration with Russell Athletic and it delivered precisely what promised — if no more.

Company on the venue, the Kennedy Sport Heart in western Milan, have been escorted by way of golf automobiles from the doorway to the baseball discipline the place the show-slash-fest unfurled. Particularly for the Europeans within the crowd, it was an uncommon website to see a marching band taking part in pop hits, cheerleaders leaping, twirling and doing all their breathtaking methods.

The whole lot was completely organized for an actual recreation, from the waiters serving popcorn and small-sized burgers, to the viewers waving and cheering (Chicago Cubs versus Cleveland Indians in 2016, anybody?), that one couldn’t assist however really feel transported by the vitality.

By no means thoughts that the garments — a spread of tailor-made sportswear appears supposed for Gen Z prospects, which the Boss model is courting — have been arduous to be seen amid the fanfare happening across the catwalk, the expertise was nice and purposefully conceived for the net viewers tuning in by way of Instagram and different social media platforms.

Social media energy gamers like fashions Gigi Hadid, Irina Shayk, Joan Smalls and Adut Akechas and observe and discipline athlete Alica Schmidt strutted down the field-turned-catwalk, thrilling the viewers. Italian TikTok sensation Khaby Lame closed the present.

Because the present neared the tip, company have been left craving an actual baseball match. Excellent news is it shouldn’t take a lot time now to attend one in individual with the November lifting of the U.S. journey ban for vaccinated European residents.

In an exclusive preview with WWD, Hugo Boss chief model officer Ingo Wilts mentioned the corporate needed to mix its heritage with that of the U.S. sportswear icon. Mission completed. | Boss x Russell Athletic Milan Trend Week Present Entertains – WWD


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