Iconic German brand HUGO BOSS has unveiled its BOSS Fall/Winter 22 Collection during this year’s Milan Fashion Week. Their latest collection seeks to redefine the brand’s “Be Your Own BOSS” catchphrase by diving into its extensive archive as a starting point before reinventing itself for the new generation of style gods.
Taking inspiration from motorcycle gear alongside vintage campaign imagery, even the venue itself featured caged globes of steel 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 show was opened by world-renowned supermodel Naomi Campbell, wearing a slouchy dark grey suit, barechested and paired with a lavish black overcoat that clung to her shoulders. Following Naomi down the runway, included BOSS campaign ambassadors Khaby Lame, Anthony Joshua and Alica Schmidt as well as Aussies Jordan Barret and Adut Akech.
The result was another stunning social media moment for the brand. 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”.
“Our archive is the beating heart of BOSS and the brand’s legacy… We were inspired by some iconic BOSS campaign images from the 90s to explore our power suits from decades past, and to ask ourselves: how can we capture the empowering mood of these pieces for a new generation? We were drawn toward the idea of soft power this season. Suiting that’s less of an inflexible shield around the wearer, and more an expression of individuality, freedom, and self-expression. This collection is all about dressing like a BOSS, whatever that means for you,” said Senior VP creative director Hugo Boss Marco Falcioni.
Padded wool coats, jackets and trousers featured contrasting detailing and models also grasped matching helmets. Muted plaid coats accompanied pinstriped suits and cutoff blazers designed with exposed detailing for an unfinished feel. Joining the iconic BOSS palette of black, white and camel, soft shades of charcoal, cream and brown were used throughout the new collection. Metallic silver textiles also added a reflective flair to fur-lined coats and biker sets.
Diverse materials hopped from look to look, presenting leather car coats atop matching vests and protective bottoms. Simultaneously, smooth black leather chaperones, houndstooth outerwear with a sleek tan palette as well as contrasting trench coats and revealing maxi dresses.
The show was closed by American a-list rapper Future and was followed by a star-studded after-party with DJ sets by headliner Honey Dijon and Orazio Rispo.
The Fall/Winter 2022 show was live-streamed across multiple platforms, with items instantly shoppable 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. The BOSS Fall/Winter 2022 collection is now available in BOSS Stores worldwide and via the link below.
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