took a social-media-first approach for its Spring 2021 presentation, live-streaming the entire fashion show on TikTok from the Palazzo del Senato in Milan. Utilizing the GEN Z-infested platform as a vessel for digital traction, the German label is targeting a younger audience this season with a mood-lifting, vividly hued range, titled"Moment of Renewal."
"TikTok is an exciting and challenging new platform that we have been experimenting with for some months now, and we can't wait to see what we can achieve together next," said Director of Global Marketing and Brand Communications Lüder Fromm in a statement."Reaching Generation Z and digital natives with a social-first approach is a key component of our marketing strategy, and we are totally committed to this new direction for the brand.
BOSS transformed the Palazzo del Senato into a concrete jungle — mixing trees with the centuries-old, columnar architecture of the space. Grasping inspiration from London artist , who fuses elements of nature with salvaged objects in sculpture, BOSS incorporated embroidered, all-encompassing floral designs and metal eyelet detailing into the label's staple frames.
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