22 IMPACT supported BOSS (Hugo Boss) during the Fall/Winter "Be Your Own BOSS" campaign, timed with Milan Fashion Week. The activation highlighted the brand's modern take on power dressing for a new generation, centred on the FW24/25 runway show and its digital rollout, showcasing 22 IMPACT's ability to position talent strategically during high-stakes fashion moments. Our role encompassed full talent management and Fashion Week strategy for Mubi, including securing event access, coordinating attendance at the BOSS show and VIP after-party, and managing fast-paced content production.

Mubi's presence bridged traditional luxury tailoring with a younger, digital-native audience, with shoot visuals capturing Milan's cinematic energy from sleek interiors to red carpet flashbulbs through a "Soft Power" lens. The campaign achieved strong visibility across social platforms, amplified by fashion aggregators and street-style accounts, generating significant engagement and Media Impact Value. It positioned Mubi as a global fashion figure beyond the UK market, while reinforcing 22 IMPACT's expertise in international, high-profile activations and aligning luxury heritage with contemporary lifestyle storytelling.