#Textiles & Apparel / Garment

2021-10-14

HUGO BOSS gains one of the largest social media coverage in fashion week history with 4 billion impressions in 4 days

Following its new growth strategy of boosting brands and targeting younger customer groups, HUGO BOSS celebrated the launch of its second BOSS X Russell Athletic capsule collection with an action-packed phygital experience. The physical collection presentation in a baseball stadium in Milan only set the stage for the extensive activation on social media. The event was designed to be a “postable” moment at every twist and turn. With a global streaming across the BOSS channels, all customers were given a digital front row seat.

The cast and the audience were strategically selected based on their Instagram or TikTok profile and status: Among models like Gigi Hadid, Irina Shayk, Joan Smalls, Cindy Bruna, Alton Mason and Adut Akech the athletes Alica Schmidt, Trenten Merrill and Race Imboden, plus K-pop star Big Matthew and TikToker Khaby Lame (@khaby.lame), 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. Social media stars like Chiara Ferragni, Fedez, Fai Khadra, Avan Jogia, and Benji Krol in addition shared their experiences of the day.

The phenomenal digital buzz created around the world exceeded everything the brand has ever seen before. This made the event, which took place last Thursday, the largest social-first event in the 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”, says Daniel Grieder, CEO of HUGO BOSS AG.

The Social Media success of the event is visible across all areas, channels and KPIs:

• A total of 3.9 billion impressions achieved in 4 days

• Over 25 million engagements achieved across all social media channels within the first 4 days

• Within the first few days, 2.2 billion views on Tiktok #BOSSMoves challenge where thousands of TikTokers created content to enter to win one of five exclusive NFT bomber jackets

• Within one week, the hashtag challenge has achieved 3 billion views

• 1.3 million challenge-related videos were created from the TikTok audience

• #BOSSMoves trending on TikTok

• Social engagement increased by nearly 1600% on BOSS Instagram account

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 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.

Besides the BOSS brand`s strong position on social media before the event already, the dedicated TikTok and Instagram campaigns are an important element in further boosting the brand and reaching out to new and younger customers.

“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”, adds Daniel Grieder.

The month before last, the HUGO BOSS Management Board presented the new CLAIM 5 strategy to investors and the public, underlining the company’s huge potential to strengthen its business across all regions and channels worldwide. Though known as a suit brand, HUGO BOSS sees enormous potential to also claim new ground in the important casualwear segment for men and women, offering 24/7 lifestyle outfits to dress customers throughout the day for every occasion. In this regard, the BOSS x Russell Athletic collaboration presented in Milan is another big milestone for the company and in targeting younger audiences, like GenZ and the millennials.

Responsible Textile Recovery Act of 2024 signed by Governor

Senator Josh Newman (D-Fullerton) is proud to announce that Senate Bill 707 (SB 707), the Responsible Textile Recovery Act of 2024, has been signed into law by the Governor of California, Gavin Newsom. This groundbreaking legislation establishes the country’s first Extended Producer Responsibility (EPR) textile recycling program, marking a significant step forward in the state’s efforts to combat waste and promote sustainability.

Modtissimo promotes sustainability with 28 coordinates in the Green Circle

Modtissimo is proving more and more to be a textile and clothing show that delivers the latest innovations in the area of sustainability, with the iTechStyle Green Circle being the main showcase for companies' creations. In this 60+4 edition, taking place on 12 and 13 September, 28 coordinates will be exhibited in a section organised by CITEVE and curated by Paulo Gomes.

The EU and Egypt team up to mobilise private sector investments at Investment Conference and sign a Memorandum of Understanding underpinning €1 billion in macro-financial assistance for Egypt

At the EU-Egypt Investment Conference, co-organised by the EU and the Government of Egypt on 29-30 June, the EU and Egypt are teaming up to intensify private sector investments in Egypt. They are also signing a Memorandum of Understanding (MoU) for the disbursement to Egypt of up to €1 billion in Macro-Financial Assistance.

Freudenberg accelerates local production for apparel market by expanding its site in India

Freudenberg Performance Materials Apparel (Freudenberg Apparel) celebrates the grand opening of a major expansion at its manufacturing facility in Chennai, India, on October 14, adding 20,000 square feet of production space and introducing new production lines tailored to the Indian apparel market. This strategic investment is aimed at significantly reducing lead times and enhancing the availability of high-quality, locally produced interlinings for the fast-evolving apparel sector in India and South Asia.

KARL MAYER develops seersucker WARP KNITS with even more character and style

Seersucker fabrics are icons of the clothing industry and assure their manufacturers' success. Just in time for ITMA ASIA + CITME 2025, the textile product developers at KARL MAYER have succeeded in creating brand new variants of this material. These fancy newcomers feature unique bubble effects and, with their new dimensionality, inject extra dynamism into the textile surface – and into the market.

The Address of innovation and investment in textile technologies: ITM 2026

Sales for ITM 2026, one of the world’s most comprehensive and prestigious exhibitions in textile technologies, are continuing at full steam. The record number of exhibitors and visitors achieved at ITM 2024 once again proved the industry’s confidence and the commercial success of the exhibition; meanwhile, the strong interest shown in ITM 2026, to be held on 9-13 June 2026, has far exceeded expectations.

STOLL in focus:

At the beginning of this year, KARL MAYER announced that it would be shifting its focus back to its core areas of warp knitting, warp preparation and technical textiles. As part of this strategic realignment, the flat knitting machine business under the STOLL brand will be discontinued. The Reutlingen plant will close down on 31 October 2025. Production in China will end in December 2025. This was an extremely difficult decision for KARL MAYER.

Heimtextil 2026 strengthens the global home textile industry with trends, designs and AI technologies

With an optimised hall layout, progressive design collaborations, inspiring trends and AI-driven innovations, Heimtextil 2026 reacts to the current market situation – and offers the industry a reliable constant in challenging times. Under the motto ‘Lead the Change’, the leading trade fair for home and contract textiles and textile design shows how challenges can be turned into opportunities. From 13 to 16 January, more than 3,100 exhibitors from 65 countries will provide a comprehensive market overview with new collections and textile solutions. As a knowledge hub, Heimtextil delivers new strategies and concrete solutions for future business success.