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The 2025 Chinese Grand Prix went down in late March and it wasn’t just the racecar drivers who fired up their engines.
To celebrate Formula 1 and the launch of their first halo store in China, fashion brand BOSS rolled out the black carpet for a massive engagement with Aston Martin F1 drivers Fernando Alonso and Lance Stroll. They were among 80 VIPs, influencers, and celebrities who were ushered past an 18-meter-high façade and into the store to behold an assortment of race-themed attractions.
We love it when two titans of their respective domains get together, and that’s exactly what happened when BOSS teamed up with Aston Martin. And what better time to launch their Spring/Summer 2025 capsule than during the lead-up to the Chinese Grand Prix? As for the range, it takes “sophistication in motion” as a motif and draws further inspiration from warm-weather adventures.
The resulting apparel combines lightweight fabric construction with advanced technical materials to ensure comfort and performance in equal measure. Examples include everything from a water-repellant bomber jacket to a cotton-silk polo shirt to a twisted-cotton hoodie and more. The general aesthetic is sleek and minimal while the craftsmanship and detail are top-of-the-line, which is just how we like it. You can check out the capsule for yourself either online at the BOSS website or at the brand’s many stores around the world.
To celebrate both the product launch and Formula 1, the BOSS halo store leaned into the racing theme and thereby delivered an experience for the ages.
The store was located in Shanghai’s Jing’an Kerry Centre for the duration of the Chinese Grand Prix and it was chock full of attention-grabbers. A replica Aston Martin Aramco Formula One Team car served as a primary focal point while a hyper-realistic racing simulator put guests behind the wheel. The aforementioned menswear capsule was on full display toward the front of the store and drawing plenty of attention, though it is hard to compete with sports cars!
For the opening event on 19 March, BOSS invited a veritable who’s who of VIP guests, influencers, and celebrities. Food and beverages were provided by the store’s own BOSS CAFÉ, the brand’s first cafe in China. In addition to the replica Aston Martin racecar, menswear capsule, and racing simulator, the evening included a big reveal of the new BOSS-designed helmet livery for Fernando Alonso (which he later wore during the race). For select guests, the action continued during an exclusive after-party at the Peninsula Hotel’s rooftop Palace Suite and Terrace.
The Chinese Grand Prix and BOSS halo store have come and gone, but the BOSS x Aston Martin Spring/Summer 2025 capsule lives on. Formula 1 drivers Fernando Alonso and Lance Stroll were enlisted for the adjoining campaign, which features the latest apparel along with intimate shots of an Aston Martin Vantage. Between the stylish clothing and the sexy ride, our eyes don’t know where to look first!
Scope the campaign images for yourself and then head over to the BOSS website to purchase. The collection is also available at BOSS stores around the globe and select BOSS wholesalers.
