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Boss x Russel Athletic takes #FashionTok by storm

Boss x Russel Athletic takes #FashionTok by storm

Fashion Tiktok is the star for their second collab

Hugo Boss and Russell Athletic go “phygital” to celebrate the launch of its sophomore collection. 

With over 1,300 participants at the Kennedy Sport Center in Milan, the presentation captured the collective spirit of team sports and big game. With food trucks, mascots, cheerleaders, and more, the show started with Gigi Hadid stepping out to the sounds of the ’90s as played by the Triuggio Marching Band. Later on, she was joined by an in-the-moment cast including Irina Shayk, Joan Smalls, Cindy Bruna, Alpha Dia, Alton Mason, Adut Akech, and TikTok creator Khaby Lame. 

Social media royalties 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 marked a major milestone in the brand’s history as it debuted as a social media-first event.

Bringing a fresh perspective to retro American references, the co-created pieces united 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 live streamed globally on TikTok, Instagram, YouTube, and Linkedln. Few of the notable pieces were co-branded tracksuits and coordinates in neutral palettes which you can see below: 

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TikTokers were also given a chance to participate in their homes. Five unique #BOSSxRusseIIAthletic NFT collegiate jackets have been made available on TikTok to mark the launch. Fans were invited to step up to the plate and show off their #BOSSMoves for a chance to receive one, as well as a redeemable twin of each design and a wearable filter. The winners will be able to wear their jackets both physically and digitally, while owning the unique NFT. Those who create their own #BOSSxRusseIIAthIetic baseball trading card will be entered automatically into the draw, which takes place on Oct. 23, 2021.

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