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Top 5 Campaign in Fashion & Apparel · October 2026
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Top 5 Campaign
Fashion & Apparel · October 2026

Boss Dresses the Australian Open

PR Campaign
Thursday 22nd October, 2026

Boss has designed uniforms for the 4,000 staff working at the 2027 Australian Open, bringing its tailoring and performance-fabric expertise to a tournament better known for its playful style. The partnership turns the staff kit into a fashion story, with a muted, modern collection and a tournament retail space and hospitality suite to bring the look to life.

Why it worked: It reframed a routine staff-uniform update as a luxury fashion moment, timed with a major global event and backed by on-site activation proof.

The lesson: Consider turning an overlooked operational item into a design-led reveal with live, photographable activations and a limited-run retail drop.

Boss Australian Open
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What is this?

Every day, brands launch PR campaigns and the media covers them. We scan lots of different news sources and use AI to spot the campaigns behind the stories, and show you which ones are getting the most traction right now. Think of it as a live leaderboard of what's working in PR.

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Does this track sponsored posts, or is it earned media only?

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What does "ranked by coverage" mean?

It's ranked by the volume of coverage that talks positively about the campaign. We count the outlets covering it, then give a boost to campaigns whose coverage is positive, and those with negative coverage drop down. We're not weighting by outlet size or reach.

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