S.COUPS, leader of K-pop boy group SEVENTEEN, made his runway debut as he closed the brand’s Spring/Summer 2026 show at Milan Fashion Week 2025.
The look
S.Coups, who was announced as a the brand’s global ambassador in April 2025, commanded the catwalk in a chocolate-brown leather trench coat, layered over a sheer blouse and tailored black trousers. A sleek belt cinched the look, while polished black shoes grounded the ensemble. The outfit perfectly captured BOSS’s collection aesthetic: structured, confident, and undeniably modern.
The BOSS Paradox
For SS2026, BOSS unveiled The BOSS Paradox, a collection blending order and disorder through minimalist, precise tailoring inspired by 1960s German industrial design, architecture, contemporary dance, and art.
“Art is part of the history of the BOSS brand. The legacy sparked our collaboration with a variety of talented and diverse artists. Within the collection, there are different layers of influence: those of design and architecture, and of contemporary dance—plus everything in between,” Marco Falcioni, Creative Director at HUGO BOSS, sains in a statement. “The show is a tribute to creativity, and a further exploration of BOSS’s relationship with the art world.”
Staged at Milan’s Fonderia Macchi, the show featured an immersive installation by Dutch artist Boris Acket and AI-driven artworks by four digital artists, merging fashion, art, and technology.
The runway was attended by over 600 guests, including David Beckham, Khaby Lame, Chloe Bailey, Karim Fahmy, and Yusra Mardini.
From music to fashion
The SEVENTEEN’s runaway debut marks a new chapter for S.COUPS, who has steadily been making waves in the fashion world. In May 2025, he attended the Met Gala in a custom BOSS look inspired by the hanbok, Korea’s traditional attire — a nod to his cultural roots and modern style credentials.
What’s next
Just days after Milan, S.COUPS and his bandmate MINGYU are set to make their unit debut as CxM. The duo is also set to perform in Abu Dhabi as part of the DREAM Concert on November 22.
