Following its growth strategy of boosting brands and targeting younger customer groups, Hugo Boss celebrated the launch of its second Boss X Russell Athletic capsule collection gaining the largest social media coverage in fashion week with 4 billion impressions. The physical collection presentation is the largest social-first event in Hugo Boss’ history.
"This event is our benchmark for what we will deliver as an experience to customers around the world as of today. It underlines the great potential and global brand strength of Boss and pays into our target to turn customers into fans. I am more than excited to further enter this journey together with the team,” said Daniel Grieder, CEO of Hugo Boss.
The cast and the audience were strategically selected based on their Instagram or TikTok profile and status. Models like Gigi Hadid, Irina Shayk, Joan Smalls, Cindy Bruna, Alton Mason and Adut Akech and athletes Alica Schmidt, Trenten Merrill and Race Imboden, alongwith K-pop star Big Matthew and TikToker Khaby, celebrated their runway debuts. Khaby Lame, who made an exclusive appearance to close the show, is one of the most successful TikTok creators with 113 million followers and Boss is the first fashion brand ever to be posted on his channel, the company press release said.
The accompanying TikTok campaign features a hashtag challenge under #BossMoves where fans can win five unique Boss x Russell Athletic NFT collegiate jackets as well as a redeemable twin of each design and a wearable filter. This campaign between Boss and TikTok is the first of its kind in this form. With the NFTs Boss is taking up the concept of the 'metaverse' and using it specifically to connect with new target groups.
The brand’s dedicated Instagram campaign included special reel productions and engaging content for the channel's community. Nine individual reels, IGTVs, numerous feeds and story posts were created in real time, which generated a high level of engagement and attention before, during and after the event. In total, 14 creators involved presented their outfits in a unique and entertaining way via Instagram reels - including Khaby Lame, Alica Schmidt, The Elevator Boys, Futuristix and Olivia LVS and Eva Apio. All Boss x Russell Athletic styles and products presented were also integrated into the respective reels via the shopping function, as well as other postings, to enable the audience to make purchases seamlessly at the point of discovery.
"In August, we presented our new strategy together with our vision, to become the leading premium tech-driven fashion platform worldwide. Only six weeks later, we are proving that we are more than ready to take this place in the fashion industry in the future,” added Grieder.