Boss x Russell Athletic Show-Slash-Fest Hits Milan

BOSS GAME: Boss anticipated a grand spectacle for its Milan Fashion Week reveal of its second collaboration with Russell Athletic and it delivered exactly what promised — if not more.

Guests at the venue, the Kennedy Sport Center in western Milan, were escorted via golf cars from the entrance to the baseball field where the show-slash-fest unfurled. 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 breathtaking tricks.

Everything was perfectly arranged for a real game, from the waiters serving popcorn and small-sized burgers, to the audience waving and cheering (Chicago Cubs versus Cleveland Indians in 2016, anyone?), that one couldn’t help but feel transported by the energy.

Never mind that the clothes — a range of tailored sportswear looks intended for Gen Z customers, which the Boss brand is courting — were hard to be seen amid the fanfare going on around the catwalk, the experience was great and purposefully conceived for the online viewers tuning in via Instagram and other social media platforms.

Social media power players like models Gigi Hadid, Irina Shayk, Joan Smalls and Adut Akechas and track and field athlete Alica Schmidt strutted down the field-turned-catwalk, exciting the audience. Italian TikTok sensation Khaby Lame closed the show.

As the show neared the end, guests were left craving a real baseball match. Good news is it shouldn’t take much time now to attend one in person with the November lifting of the U.S. travel ban for vaccinated European citizens.

In an exclusive preview with WWD, Hugo Boss chief brand officer Ingo Wilts said the company wanted to blend its heritage with that of the U.S. sportswear icon. Mission accomplished.

Stay connected with us on social media platform for instant update click here to join our  Twitter, & Facebook

We are now on Telegram. Click here to join our channel (@TechiUpdate) and stay updated with the latest Technology headlines.

For all the latest Fashion News Click Here 

 For the latest news and updates, follow us on Google News

Read original article here

Denial of responsibility! TechAzi is an automatic aggregator around the global media. All the content are available free on Internet. We have just arranged it in one platform for educational purpose only. In each content, the hyperlink to the primary source is specified. All trademarks belong to their rightful owners, all materials to their authors. If you are the owner of the content and do not want us to publish your materials on our website, please contact us by email – [email protected]. The content will be deleted within 24 hours.

This website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Accept Read More