Boss presented its Fall/Winter 2022 collection in Milan surrounded by celebrities | XMAG Magazine

Edvin Ryding, Omar Rudberg, Nicole Scherzinger, Thom Evans, and more were part of the show.

BOSS deepens its “Be Your Own BOSS” concept with the Fall/Winter 2022 collection, deconstructing the idea of ​​clothing by introducing references to BOSS’s great sports heritage.

Unveiled at a celebrity-studded event held at the Vigorelli Velodrome on the evening of September 22, the collection takes iconic pieces from the BOSS archive as its starting point and reinvents them for a new generation with the aim of redefining what, today, Today, it means being a real “BOSS”.

The new collection was presented to a massive public, with more than 1,000 guests attending Milan Fashion Week. After the parade, a party was held with a DJ courtesy of Honey Dijon and Orazio Rispo.

Inspired by motorcycling, the venue was decorated with large metallic caged spheres, dramatically illuminated by spotlights and lasers. This set the stage for a group of bikers dressed in custom black looks by BOSS to draw a catwalk on the ground with their bikes before entering the spheres to perform an acrobatic number, defying gravity as the backdrop for the fashion show. . The result was another impressive moment for the brand’s social media presence, which continues to focus on a younger, global demographic as part of the HUGO BOSS group’s CLAIM 5 growth strategy. Understanding that the digitally driven consumer wants to buy runway models as soon as they are released, BOSS has chosen to continue the successful “See now, buy now” strategy of its BOSS x Russell Athletic shows. and Dubai last year.

Boss presented its FallWinter 2022 collection in Milan surrounded by
Courtesy of BOSS

BOSS campaign stars Naomi Campbell, Future, Khaby Lame, Anthony Joshua and Alica Schmidt walked the show, along with Ashley Graham, Jordan Barrett, Big Matthew, Adut Akech. Also present in the front row were brand ambassador Lee Minho, fragrance ambassador Laura Harrier, J Balvin, Bella Thorne, Ross Butler, Patrick Schwarzenegger, Tinashe and Tenoch Huerta. In addition to social stars Younes Zarou, Blake Gray, Akamz Twenty, Bella Poarch, Chase Hudson, Zach King and Ox Zung were at the event.

The Fall/Winter 2022 parade was broadcast live on various platforms, and on the website hugoboss.com. The garments went on sale instantly from the livestream in 13 European countries. In the UK, BOSS also became the first premium brand to allow followers to shop directly from their TikTok livestream, using the new TikTok Shop feature.

“Our archive is the heart of BOSS and the legacy of the brand”, explains Marco Falcioni, Senior Vice President Creative Direction at HUGO BOSS. “We took inspiration from some iconic images from 90s campaigns to explore our power suits from previous decades, and to ask ourselves how we can capture the feeling of empowerment that these garments convey to a new generation. This season we have leaned towards the idea of ​​soft power, that is, garments that are not so much a kind of inflexible shield of the person who wears them, but rather a manifestation of individuality, freedom and personal expression. This collection is all about dressing like a “BOSS”, whatever that means to you.”

Instead of focusing so much on a specific look, for the Fall/Winter 2022 season the brand presents a variety of silhouettes that invite us to choose garments that go with our particular identity. Leveraging the brand’s consummate tailoring expertise that allows us to play with silhouettes, fabrics and proportions, the collection offers multiple interpretations of the primal power suit, from looser to tighter.

In this new era, the idea of ​​power is multifaceted, so much so that strength can emerge from finesse. Classic garments that have embodied empowerment in times past, such as the traditional blazer or leather biker pants, are reinterpreted with more fluid shapes and delicate materials, proving that clothing does not have to be rigid or protective for its wearer to feel comfortable. feel like a “BOSS”

Soft shades of charcoal, cream and brown are joined by BOSS colors of black, white and camel, as the boundaries of the traditional palette begin to expand. The

The evolution of the bold BOSS logo also signals the brand’s determination not to rest on its laurels and to continually question what it really means to be your own “BOSS”.

The BOSS Fall/Winter 2022 collection is available at boss.com and at BOSS Stores around the world.



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Boss presented its Fall/Winter 2022 collection in Milan surrounded by celebrities | XMAG Magazine


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