The HUGOBOSS x RussellAthletic second collaboration is being unveiled with a show-cum-spectacle at the Kennedy Sport Center in Milan.
Wilts said the main target for this second drop “is really Gen Z, the idea is to turn them from customers into Boss fans, so that they last longer as customers and not just for the Russell Athletic products.”
Further tapping into the target age group, the brand is mounting what is slated to turn into a true spectacle during fashion week. A slew of influencers along with models will parade the looks inside a mock baseball field with a marching band, cheerleaders and mascots to enhance the festive mood.
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