SEVENTEEN leader S.Coups (Choi Seung Cheol) has officially made his runway debut — and it was nothing short of iconic.
On September 25, S.Coups took the finale spot at the HUGO BOSS 2026 S/S collection show during Milan Fashion Week, stunning the crowd in a sleek brown leather trench coat layered over black tailoring.
His look perfectly embodied the brand’s “Be Your Own BOSS” spirit, drawing eyes as he confidently closed the show. The event was broadcast live on YouTube for fans worldwide.
This marks another major fashion milestone for S.Coups, who has been a global brand ambassador for BOSS since March 2024.
Earlier this year, he stole the spotlight at the Met Gala in a custom BOSS suit inspired by hanbok, and now he’s proven himself on the international runway stage.
Fans couldn’t hide their excitement, flooding social media with hashtags like #SCOUPSxBOSSMFWSS26 and #MilanFashionWeek. Many celebrated his big moment with comments such as, “S Coups did the finale?! Wow, I’m so proud!” and “He ended the show perfectly! Amazing!” Others praised, “BOSS really treats S Coups like a BOSS.”
One fan shared, “I thought he would just attend as an ambassador, but to see him walk as a model and close the show — he was born for this.” Another added, “The same year he did the Met Gala and runway debut… our boss S Coups makes us so proud.”
With this stunning debut, S.Coups has firmly planted himself as one of K-pop’s rising fashion icons, leaving a strong mark on both fans and industry insiders.
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