BOSS delves deeper into the meaning of the brand’s Be Your Own BOSS core motto with a Fall/Winter 2022 collection deconstructing the idea of power dressing with references to BOSS’s rich sporting heritage.
Unveiled at a star-studded fashion event at Milan’s Velodromo Vigorelli on the night of September 22nd, the collection takes iconic pieces from the BOSS archive as a starting point, and reinvents them for a new generation, to redefine what being a BOSS means today.
The new collection was revealed before a packed audience of more than 1.000 guests at Milan Fashion Week. The fashion show was followed by an after party in the same location with DJ sets by headliner Honey Dijon and Orazio Rispo.
Taking inspiration from the power sport of motorcycling, the set-up of the venue featured caged globes of steel, dramatically lit by graphic light beams and lasers. This set the stage for bikers dressed in custom black BOSS outfits to trace a runway on the ground with motorbikes, before entering the spheres to begin a gravity-defying performance as a backdrop to the fashion show. The result was another stunning social media moment for the brand, as it continues to target a younger and more global demographic as part of the HUGO BOSS Group’s CLAIM 5 growth strategy. Understanding that its digital-first consumer wants to purchase runway looks as soon as they are revealed, BOSS has chosen to continue with the hugely successful “See now, buy now” approach of its BOSS x Russell Athletic and Dubai shows in the past year.
BOSS campaign stars Naomi Campbell, Future, Khaby Lame, Anthony Joshua and Alica Schmidt walked in the show, joined by Ashley Graham, Jordan Barrett, Big Matthew, Adut Akech. Also in attendance and seated front row were brand ambassador Lee Minho, fragrance ambassador Laura Harrier, J Balvin, Bella Thorne, Ross Butler, Patrick Schwarzenegger, Tinashe and Tenoch Huerta. A line-up of social royalty including creators Younes Zarou, Blake Gray, Akamz Twenty, Bella Poarch, Chase Hudson, Zach King and Ox Zung were spotted at the event.
The Fall/Winter 2022 show was livestreamed across multiple platforms as well as on hugoboss.com, with items instantly shoppable via the livestream in 13 countries across Europe. In the UK, BOSS also became the first premium brand to enable followers to shop directly from its TikTok livestream, using the new TikTok Shop feature.
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