Game day has arrived! More than 1,300 people headed to Kennedy Sport Center in Milan to celebrate the launch of the second BOSS x Russell Athletic collection. Presented during the Milan Fashion Week, the collection is capturing the collective spirit of team sports and the excitement of a big game, breaking the fashion week mold in spectacular style.
Modeling icon Gigi Hadid opened the show, joined by top models 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, making the exclusive appearance to mark his first-ever partnership with a fashion brand.
Social media stars Chiara Ferragni, Fedez, Fai Khadra, Avan Jogia, and Benji Krol 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 major milestone in the brand’s history as its debut social-first event.
All of the new styles were immediately shoppable on boss.com as well as Instagram, where a #BOSSMoves filter and gif stickers in Stories invite individuals to create their own fun spin on today’s action.
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