The brand unveiled a series of short films by young film directors and took guests on a fun trip through its history.

How do you encapsulate 40 years of memorable sneaker launches and major celebrity moments?

Italian sneaker brand Hogan, part of Tod’s Group, went all out at Milan Fashion Week on Wednesday, bringing thousands of party goers together at Università Bocconi in a exhibition space that told the story of the brand, founded in 1986. Hogan also debuted four short films from some of Italy’s most talented young directors, who got “total freedom” to interpret each of the four defining decades.

Among the other big highlights were the immersive tributes to the brand’s greatest sneaker hits and the huge video wall that displayed the celebrities who have worn Hogan through the years. It was a trip down memory lane for Andrea Della Valle, president of the Hogan brand and vice chairman of parent Tod’s Group.

“In 1986, ‘The Traditional’ was the first European [fashion] sneaker. At that time, it was a completely unknown world. Sneakers were only for running,” Della Valle said. “Now every brand has a sneaker.”

As Hogan took hold, A-listers began to discover the brand, known for its ability to bridge fashion and sport.

Della Valle reminisced about meeting JFK Jr. in Italy one summer in the 1990s and having dinner with him. A short time later, he was thrilled to discover America’s Prince was photographed on the streets of New York wearing a pair of Hogan sneakers .

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