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SEVENTEEN's S.Coups made his first runway appearance on September 25, 2025, closing the Hugo Boss Spring/Summer 2026 collection at Milan Fashion Week in Italy. He strutted the runway in a long, brown leather trench coat paired with a matching shirt and black, relaxed-fit trousers. He finished his look with black shoes.
The K-pop idol presented the brand's 'Be Your Own BOSS' ethos with structured menswear and neutral tones on the runway.
The event took place in a large industrial space, attracting people from the industry and viewers from around the world online. It showed how K-pop affects luxury fashion, and fans posted videos and used popular hashtags on X.
Fans of SEVENTEEN's S.Coups were impressed with his closing appearance for the BOSS SS26 runway show. As a result, his followers swamped the internet with their admiration for the SEVENTEEN idol. To express this, one of them on X wrote:
“given matrix energy”
Fans react as SEVENTEEN's S.Coups struts the runway for BOSS SS26 show during Milan Fashion Week
One of SEVENTEEN's S.Coups fans said that it was a huge honor for the model industry.
“That's right. And this is a huge honor in the model industry. I love you BOSS.”
Another fan commented that the stage chased the idol.
“As always #that fandom came here before carats. He didn’t chase the stage. The stage chased him. That’s Boss energy. BOSS SCOUPS AT MFW #SCOUPSxBOSSMFWSS26 #BeYourOwnBOSS #MilanFashionWeek @pledis_17”
Another fan said that S.Coups lived upto his name as the band’s leader.
“The leader of SEVENTEEN is truly living up to his name, looking like a real BOSS”
A fan said that SEVENTEEN's S.Coups was the main event and true boss on the runway.
“He is the moment, the main event, he is the true e real BOSS”
An admirer seemed proud of S.Coups for taking over the BOSS runway.
“I'M SO PROUD OF HIM HE LOOKS SO GOOOOD BOSS SCOUPS AT MFW #SCOUPSxBOSSMFWSS26 #BeYourOwnBOSS #MilanFashionWeek”
Another fan said that SEVENTEEN’s S.Coups can nail anything he does.
“make him do anything and he will nail it. BOSS SCOUPS AT MFW #SCOUPSxBOSSMFWSS26 #BeYourOwnBOSS #MilanFashionWeek@pledis_17”
S.Coups became a BOSS ambassador in 2024
Choi Seungcheol, aka S.Coups, was appointed as the global brand ambassador for BOSS in March 2024. Ever since his appointment, SEVENTEEN’s leader has worn different outfits designed by the luxury label.
Earlier, in May this year, SEVENTEEN's S.Coups made an appearance at the Met Gala. The idol chose a beige-brown ensemble for the red carpet event. His outfit included a hanbok-style collar on the top, complemented by a long grey coat as an outer layer. He paired the top with loose-fitting trousers.
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