Boss presented its Spring/Summer 2023 collection with a see now, buy now show on the Miami coast on March 15. More than 500 guests attended the fashion show and celebrated at the afterparty, at the Herald Plaza.
With this collection, Boss wanted to return to its roots of traditional tailoring but interpreted them in a new way, the brand explained. Inspired by Miami, the collection explores the tension between opposites: between dry and liquid states, between land and sea or between opaque and transparent, said Boss.
“This powerful juxtaposition is the basis for new prints, hues and textures and opens the door to a world that welcomes a creative visual dialogue. We look back in terms of tailoring, then boldly move into the future, embodying the spirit of a true Boss,” says Marco Falcioni, SVP of creative direction at Hugo Boss.
Building on this idea, the new collection includes sheer fabrics as well as slightly crinkled materials made from a mix of silk and smooth nylon that are pressed and given a layer of colour.
Boss’ signature garments such as the suit, shirt and trench coat, as well as the use of certain fabrics and prints, including stripes and pinstripes, were taken in a new direction with fresh colours.
The brands usual tones of black, white and camel were still present, but were predominantly replaced with powdery hues that mimic the art deco architecture of Miami.
The theme of transparency was also reflected in the setting. The venue was surrounded by walls of water and the models looked as if they were walking on water.
For the catwalk, Boss hired celebrities and athletes like Naomi Campbell, Pamela Anderson, Law Roach, Khaby Lame, DJ Khaled, Yusra Mardini, Precious Lee or Caleb Williams, as well as Jordan Barrett, Gottmik and Violet Chachki, as in previous shows.
Front Row guests included Demi Lovato, Bella Thorne, Maisa Silva, Charles Melton, Suki Waterhouse and Tiffany Haddish. While Camila Morrone, Brianne Howey, Christine Quinn, Kim Hyun-ah and Hwang In-Yeop, also attended the show.
International influencers, including Lele Pons, Hannah Stocking, Wisdom Kaye, Jeon Changha, Isis Valverde, Luisito El Pillo or Joey Graceffa were in charge of showcasing the brand on digital channels. For this, the social media stars shared the entire fashion experience online and presented Boss’ Spring/Summer collection on Instagram, TikTok, YouTube and BeReal.
This strategy seems to be paying off. Just last week, the Metzingen-based fashion group announced a further increase in sales and profits for 2023. In the past financial year, Hugo Boss benefited in particular from its brand renewal and rejuvenation programme, with double-digit growth rates in America and Europe.