Hugo Boss managed to capture the largest social media coverage in fashion week history with the launch of the Boss x Russell Athletic collection.
The physical collection was presented in a baseball stadium in Milan however the majority of the exposure came from social media platforms, where Boss managed to achieve a whopping 3.9 billion impressions in four days.
The capsule was modelled by a number of well known models such as Gigi Hadid, Irina Shayk and Alton Mason.
There were also runway debuts from TikTok creator Khaby Lame, athletes Alica Schmidt, Trenten Merrill and Race Imboden as well as K-pop star Big Matthew.
Huge Boss strategically selected its cast and viewers with a large online presences.
TikTok star Khaby Lame has 113 million followers on the video-sharing platform, and the collaboration with Boss meant that the fashion giant became the first fashion brand to be posted to his account.
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“This event is our benchmark for what we will deliver as an experience to customers around the world as of today,” Hugo Boss chief executive Daniel Grieder said.
“I am more than excited to further enter this journey together with the team.”
Alongside the nearly 4 billion impressions of the event, the company managed to garner 25 million engagements on across all their social media channels.
Interaction with the Boss Instagram account increased by almost 1600 per cent.
The social media campaign also included the opportunity for consumers to win five Non-fungible Token (NFT) collegiate jackets .
Joining Dolce & Gabbana in the trend after the luxury brand sold its own collection of NFTs for over $6 million.
The products from the The Boss x Athletic capsule were made available to purchase while watching the fourteen creators involved in the campaign show off their outfits.