Started with its BOSS x Russell Athletic show and the Spring/Summer 2022 show in Dubai earlier this year, the “See now, buy now” approach was again proposed for the new BOSS Fall/Winter 2022 collection that was just presented in Milan.
Unveiled in front of more than 1,000 guests including many celebrities both in the front row, South Korean star and brand ambassador Lee Min Ho, J Balvin, Patrick Schwarzenegger, Ross Butler, and on the runway: supermodel Naomi Campbell, American rapper Future, German athlete and model Alica Schmidt, among others, the collection reinvented the brand’s iconic archival pieces to redefine the codes of what it means to be your own BOSS – the collection thus joins the “Be Your Own Boss” concept initiated last year in order to introduce a renewal and modernize its visual identity.
“Our archive is the beating heart of BOSS and the heritage of the brand”, said Marco Falcioni, senior vice president of creative direction at HUGO BOSS, “We were inspired by some of the iconic images from the BOSS campaign of the 90s to explore our suits from decades past, and to ask ourselves: how can we capture the same spirit of emancipation and adapt it to the new generation? We were inspired by freedom. Through our suits, we want our customers to be able to express their own personalities and make a statement in their everyday lives”.
Drawing on the brand’s tailoring expertise, the collection played with silhouette, fabric and proportions to give different interpretations of the original power-suit. Thus, the traditional canvas suit jacket or leather motorcycle pants have been reworked in fluid shapes and delicate materials while the palette expanded with soft shades of brown, charcoal and cream alongside the brand’s classic colors of black, white and camel.