From Runway Show to Iconic Statement with Hugo Boss
Problem:
The fashion world moves fast—trends emerge and disappear within hours. Hugo Boss faced the challenge of not just showcasing its new coat collection but extending its presence into the digital space, creating lasting desirability.
How do we transform the exclusivity of a Fashion Week show into a viral experience?
How do we make the coat collection a must-have—not just for fashion insiders, but for a global audience?
How do we bring high fashion from the front row directly into the feeds of millions?
Our answer: A digital campaign that merges runway glamour with social media dynamics.
Solution:
Our strategy was built on three key pillars:
Vision Craft – Aesthetic, emotional storytelling with high-quality video and photo content Influencer Smash – An exclusive line-up of international fashion influencers who authentically integrated the collection into their own looks Strategic placement at Fashion Week – the coat collection was not only presented on the catwalk, but also staged with exclusive behind-the-scenes moments
The Hugo Boss Fashion Week show was more than just a runway—it was the centerpiece of a global digital strategy, extending from the catwalk to the feeds of millions.
Showing results:
This campaign didn’t just sell coats—it ushered in a new era of fashion communication.
The combination of strategic Fashion Week placement, high-end content and influencer integration made the Hugo Boss coat collection the most coveted of the season.
The collection sold out completely—a fashion moment that proves what happens when creativity, strategy, and emotion align perfectly.
Over 15 million organic impressions on Instagram, TikTok & YouTube.
800K+ interactions – driven by shares, comments and viral story formats.
Top fashion creators from across Europe.
VISION CRAFT
CONTENT MARKETING
The coat collection was not just showcased on the runway—it became a trend through a well-crafted content strategy on social media.
Cinematic storytelling: High-quality, editorial-inspired video and photo productions captured the elegance of the collection Behind-the-Scenes insights: Exclusive insights behind the scenes of Fashion Week created closeness and authenticity Perfect look & Feel: Clear visual language, noble colour worlds and discreet but powerful typography enhanced the premium character
“Hugo Boss embodies timeless elegance—and this very essence was captured in every frame.”
INFLUENCER SMASH
INFLUENCER MARKETING
The coat collection was not just showcased on the catwalk—it was transformed into real, wearable styles by influencers.
Exclusive first-look campaign: The influencers were allowed to present the collection before the show and thus generated the first hype waves Runway & streetstyle integration: Top-class fashion influencers wore the coats not only on the catwalk, but also in their personal looks Global reach: The campaign was strategically rolled out internationally, with individually adapted content formats
“The art was in striking the perfect balance between runway glamour and wearable high fashion—a look that works just as effortlessly in Milan as it does in New York or Tokyo.”