Australian Hugo Boss customers will be personally invited to experience the new Boss x Russell Athletic collaboration collection, as the brand reveals the latest step in its casualisation journey.
Following the appointment of Australian Chris Hemsworth as the Boss global ambassador, the brand has unveiled the collaboration capsule collection of casualwear with Russell Athletic, firming its casual position in the market.
Tapping into a new generation of Boss customers, the campaign launched with a diverse collection of faces and bodies showcasing the range.
"The Russell Athletic launch event was a world first for Boss," Hugo Boss SEAPAC MD Matthew Keighran said.
"The collection was launched with a diverse cast of dancers, models and entertainers in the iconic Gotham Hall in New York City.
"This show format was a new concept that also aligns with the younger demographic the collection targets and is representative of the way our industry has adapted its creative vision during the global pandemic," he said.
In Australia, the campaign will be complemented by two prominent billboards in Melbourne and Sydney, as well as strong social media and editorial exposure across multiple platforms, with key key opinion leader (KOL) and celebrity endorsement.
Large scale window and in-store concepts will also be installed across the Boss retail network.
Local customers are being personally invited by the store teams to take part in private one-on-one appointments to explore the new range.
They will also be informed of the collection via email, SMS and phone calls.
When it comes to the product, Keighran said that while the pieces offer a more relaxed fit, the range has been created using Boss' tailoring techniques.
"As Boss moves toward a more relaxed way of dressing, the Boss x Russell Athletic collaboration is the perfect marriage of casualisation mixed with expert tailoring.
"Whilst the silhouettes in the collection are much more laid back, they have been designed with Boss’ signature tailoring in mind as this is what the brand is renowned for.
"There is also a big nod to the 90s with this particular collection, a trend that won’t be going away any time soon," Keighran continued.
"The designers took inspiration from the archives of both Boss and Russell Athletic and worked them into the on trend appeal of the collection.
"The pay-off is clear as the pieces are modern, trendy and relaxed with a nostalgic twist," he said.
The Boss x Russell Athletic collection will be available in all Hugo Boss stores across Australia and in select David Jones stores.
The range will also be available on the Boss and David Jones websites.
Across the men's and women's styles, the collection retails for between $23 - $1,249.