Tailoring has been an integral part of BOSS’s DNA since its beginnings, reaffirmed by the latest “Be Your Own BOSS” campaigns. For its Fall/Winter 2023 fashion show presented at the Allianz MiCo conference center in Milan on September 22, in front of more than 1,000 guests, BOSS revisited its codes with a resolutely modern design.
The theme of the collection, “CorpCore”, transformed the exhibition venue into BOSS Techtopia: an ephemeral workplace and an oasis of tranquility with a modern vision, where bodies and minds are seamlessly integrated. By combining technological prowess, such as robotics, with lush green spaces, BOSS Techtopia presents a calm and inspiring atmosphere towards the future.
It is here, at the crossroads of humanity and technology, that we meet Sophia: one of the highlights of BOSS Techtopia. Created by Hong Kong-based Hanson Robotics, Sophia represents one of the world’s most advanced robotics technologies. The original citizen robot, Sophia, greeted parade guests by interacting with them through her ability to recognize faces, hand gestures — and even record human emotional expressions in conversation. Just before the show, Sophia sat at a desk in the front row of the show and was able to watch the models parade.
After Sophia’s unexpected welcome, guests entered BOSS Techtopia through a tunnel filled with life-size hologram screens offering a multilingual welcome. From the lobby, attendees entered the parade space, blending traditional office facilities with futuristic elements.
6 control rooms were located in the heart of BOSS Techtopia. In the HarmoniTech space, a yoga master found a haven of peace for his practice in a fast-paced corporate world. In the brainstorming room, the “employees” wore light therapy helmets and called upon the collective creative energy. Two other rooms served as harmonious meeting spaces, filled with plants. The AromaSynth laboratory, a space dedicated to olfactory discovery, celebrated the BOSS Bottled Eau de Toilette perfume, while presenting BOSS Bottled Elixir — the latest creation from BOSS.
Brand ambassador Lee Minho surprised guests by kicking off the show. As a forward-looking brand attracting personalities from around the world, BOSS welcomed a very diverse cast. Stars of the show, led by Gigi Hadid, included Jay Alvarrez, Paulo André de Oliveira, Ezra Frech, Ryan Garcia, Ashley Graham, Aleksander Kilde, Jutta Leerdam, Noah Lyles, Yusra Mardini, Matthew Noszka, Luke Rockhold and Pedro Scooby. They were joined by BOSS brand ambassadors Anthony Joshua, Alica Schmidt and Khaby Lame. The guest list in attendance included talent and VIPs like Naomi Campbell, Suki Waterhouse, Burna Boy, Ariana DeBose, Colman Domingo, Ester Expósito, Simu Liu, Demi Lovato, Sonam Kapoor, Lee Minho, Arón Piper, Zhang Yuqi, and Zhang Binbin. In the front row were the stars of the sports world with Victor Cruz and Jonathan Kuminga, as well as ambassador Matteo Berrettini and Melissa Satta.
Social media stars also responded to the invitation – including Tommy Cash, Dixie D’Amelio, Meredith Duxbury, Parris Goebel, Vinnie Hacker, Nic Kaufmann, Wisdom Kaye, Jean Carlo León, Lele Pons, Luka Sabbat and Naomi Watanabe .
The event was followed by an after party, where Nicola Mazzetti, The Martinez Brothers and Ricardo Villalobos performed live DJ sets.
“The BOSS Fall/Winter 2023 collection is an evolution of our brand’s tailoring heritage,” says Marco Falcioni, vice president of creative direction at HUGO BOSS. “I loved the creative challenge of taking traditional office attire — a look that is typically associated with established codes — and twisting it to make it unexpected and representative of a modern, multi-faceted BOSS. It’s a celebration of suiting as a tool of empowerment and confidence — values representing our core message, “Be Your Own BOSS.”
With a theme Falcioni calls “CorpCore,” the new collection breaks the mold of traditional office attire with contemporary takes on men’s and women’s wardrobe classics, from blazers and suits to shirts and pencil skirts. The stretch suits were made from the brand’s best-selling performance fabric, printed with traditional motifs, while the deconstructed designs honor BOSS’ signature craftsmanship. Belts punctuate the square cuts.
The collection features structured fabrics with clean silhouettes. Buttons and zippers are removed from their usual locations, emphasizing the expert tailoring that BOSS is known for. Its sophisticated, understated color palette is inspired by neutral hues commonly used in businesses, ranging from timeless gray and white to shades of brown and green. Black — a classic in all BOSS collections.
For accessories, playful references to office objects such as paper clips, pens and folders are reworked in unexpected ways. Details such as digital padlocks on briefcases give bags and shoes a special finish.
Following the success of the “see now, buy now” model used during its previous shows, BOSS has released a selection of pieces from the fall/winter 2023 collection online, allowing its customers to purchase the looks from the show as soon as possible. ‘they were revealed.
As part of BOSS’s THE CHANGE initiative and the brand’s long-term partnership with HeiQ AeoniQ, LLC — both of which aim to usher in a more innovative and sustainable approach to fashion — the “see now, buy now” collection » also includes three limited edition pieces in HeiQ AeoniQTM fabric. This material serves as a substitute for petroleum-based filament yarns, such as polyester and nylon, for lower environmental impact. Customers can learn more about these models, as well as THE CHANGE, at the dedicated website boss.com/thechange.
LED walls broadcast and rebroadcast the show in several BOSS stores around the world, and special screenings were held in stores in London, Liverpool, Gibraltar, New York, Chengdu and Beijing. Several runway-inspired looks and “See now, buy now” pieces were available for purchase during the events, giving attendees first access to runway styles.
The show is part of an exclusive partnership between BOSS and TikTok, with BOSS being the first fashion brand to partner with the TikTok Rewards program. As part of this initiative, which will run for two months, from September to November 2023, in Germany, France, Italy, Spain and the United Kingdom, users can receive points by completing missions on a page dedicated BOSS, within the TikTok application. These points can be redeemed for exclusive BOSS rewards and experiences.
The BOSS Fall/Winter 2023 collection is available now on boss.com and in selected BOSS points of sale around the world.
About BOSS and HUGO BOSS:
The BOSS brand is for those who live their lives on their own terms, with passion, style and determination. The collections offer dynamic and modern models for those who are fully and unreservedly committed to their own life: as a BOSS. The brand’s collections — tailoring, performance, casual, denim, athleisure and accessories — meet the style needs of the most demanding consumers. Licensed perfumes, eyewear, watches and children’s clothing complement the brand. The world of BOSS is available in more than 400 stores worldwide. BOSS is the main brand of HUGO BOSS, one of the major companies positioned in the premium segment of the global clothing market. The group offers collections in 132 countries, in some 7,400 points of sale, and online in 70 countries, via hugoboss.com. With around 17,000 employees worldwide, the company, based in Metzingen (Germany), achieved a turnover of 3.7 billion euros in the 2022 fiscal year.
Images of the parade are available on this link
INSTAGRAM: instagram.com/boss
FACEBOOK: facebook.com/hugoboss
YOUTUBE: youtube.com/boss
TIKTOK: tiktok.com/@bos
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