Client: Hugo Boss
Category: Fashion
Talent: Emilia Mernes
Campaign: BOSS Summer Club (BOSS Resort 2026 Collection Campaign)
Location: Soho Beach House Miami

Services:‍ ‍
Creative Consultancy
VIP Management
Brand Partnerships

Brief:

When BOSS announced its Summer Resort 2026 takeover with Soho House in Miami—timed alongside the high-visibility Miami Grand Prix™ weekend—TOTEM was approached a premier opportunity to elevate our client, Argentinian pop superstar Emilia Mernes, into the global fashion landscape. Our objective was to secure a high-impact partnership that aligned Emilia’s bold, fashion-forward identity with a top-tier international brand, expanding her footprint into global markets while reinforcing her status as a contemporary style muse.

TOTEM represented Emilia throughout the process, brokering and securing her deal to serve as a key talent anchor for the activation and campaign. We managed every aspect of Emilia's involvement, from partnership negotiations with the brand to overseeing her VIP experience, and look selection from the BOSS Summer Resort 2026 collection. This culminated in her featured appearance as a central guest of honour at the headline launch dinner at Miami Pool House, as well as placing her at the centre of the Resort 2026 campaign alongside an elite roster of global actors, athletes, and tastemakers.