Forty years of history, four icons, a film in four acts. For its anniversary, Hogan chose the medium of film to present the identity, values and evolution of the brand.

An immersive event that brought together cinema, creative flair and a new generation of exciting talents, ""Made to Move, Born to Rise"" was presented at Bocconi University during Milan Fashion Week. An evening in which past and future converged, celebrating legacy in motion and the beginning of a new chapter.

To mark the anniversary, Milan was coloured blue through a series of urban installations incorporating the city into the story of the brand, from the maxi-wall on Corso Garibaldi to buildings in Piazza San Babila and via dei Giardini, through to a takeover of Milan’s historic trams in the event's signature colour palette.