With empowered energy, Argentinian model Valentina Ferrer embodied BOSS’s new fashion concept, which was presented at Milan Fashion Week and comprises the key trends for the Autumn–Winter 2022/2023 season.
Valentina perfectly exemplifies the BOSS woman, thanks to her authentic style, her tomboy mood and her success as a businesswoman and model. She is a worthy representative of the feminine power of the new generations.
Deepening the “Be Your Own Boss” concept, the show featured industry leading personalities such as Naomi Cambell, Future, Khaby Lame, Anthony Josua, Alica Schmidt, who are currently starring in the brand’s campaign, as well as top models such as Ashley Graham, Jordan Barrett, Big Mathew, Adut Akech, and of course Valentina.
Presented before more than a thousand people, the runway took place at the Vigorelli Velodrome, which was decorated with large metallic spheres, within which spectacular motorcycle acrobatics were performed.
Among the keys to the new BOSS leadership are the following concepts:
IMMEDIATE
Reinforcing the “See now, buy now” strategy (in Spanish: I see it, I acquire it), the collection presented on September 22 is available to be purchased, look by look, on the official website of the firm.
SOFTPOWER
The new proposal offers a reinterpretation of the power suit, the trend that symbolized power and entrepreneurship in the 1990s, and which is currently reconsidered with new parameters: “This season we are leaning towards the idea of Soft Power, that is, garments that they are not so much an 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,” explained Sergio Falcioni, Senior Vice President Creative Direction at HUGO BOSS.
It is not surprising that tailored suits are fundamental, so we will see them in two-piece versions and ultra-slim cuts, as well as in reinterpretations of 3-pieces and very loose patterns.
EITHERVIRTUAL MINIPRESENCE
The parade was broadcast in real time on various platforms, as well as the website. But, the spectators of the show, in addition to knowing the latest trends of the firm, could also acquire them at the moment, in 13 European countries. To top it off, in the UK, BOSS became the first premium brand to be shopped through the new TikTop Shop feature.
FRONT ROW OF FIRST
The BOSS call featured brand ambassadors such as Lee Minoh, as well as celebrities such as Laura Harrier, JBalvin, Ross Butler, Patrick Schwarzeneger, Tinashe and Tenoch Huerta, among others. Among them, he highlighted how Tenoch coordinated the tailored suit with a cape with embroidered feathers, linking past and present.
UPDATED LEGACY
Not only did Tenoch connect garments from the past into outfits of the present, the company itself used designs from its own historical archive, to re-introduce them into a wide variety of outfits. Well, the collection offers modern silhouettes with a sporty cut as well as elegant coordinated ones where its sartorial skill is evident.
Starting from a reduced color palette, all from the neutral range, the season’s proposal is a manifesto of modern, creative, empowered and visually surprising leadership.
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