Trending PR Campaigns
Boss Dresses the Australian Open
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.
Coverage over time
How this story spread across the media