At the star-studded show in Milan, BOSS showcased their brand’s motto ‘Be Your Own Boss’ during their F/W22 showcase. The collection took classic pieces from the BOSS archives as a starting point and reinvented them in ways that portray what being a BOSS means in our modern society today.
At Milan Fashion Week, the collection was unveiled in front of a packed house of over 1,000 guests. The venue was decorated with caged globes of steel and was dramatically lit by graphic light beams and lasers to give it that grunge biker feel, taking inspiration from the power of motorcycling. This became an iconic social media moment for the brand, as it continues to reach a younger audience and more global demographic as part of the company’s growth strategy.
Recognizing that its digital-first consumer wants to buy runway looks as soon as they are revealed, BOSS devised a highly successful “See now, buy now” strategy for their F/W 2022 collection, in which items were instantly shoppable via livestream across multiple platforms as well as on http://hugoboss.com/ . Using the TikTok Shop feature, BOSS became the first premium brand to allow followers to shop directly from its TikTok live stream.
Naomi Campbell, Future, Khaby Lame, Anthony Joshua, and Alica Schmidt walked in the show alongside Ashley Graham, Jordan Barrett, Big Matthew, and Adut Akech from the BOSS campaign. Brand ambassador Lee Minho, fragrance ambassador Laura Harrier, J Balvin, Bella Thorne, Ross Butler, Patrick Schwarzenegger, Tinashe, and Tenoch Huerta were also in attendance and sat in the front row. The event was attended by a slew of social royalty, including creators Younes Zarou, Blake Gray, Akamz Twenty, Bella Poarch, Chase Hudson, Zach King, and Ox Zung.
Instead of focusing solely on one key look, the brand offered variations, allowing customers to select pieces that truly spoke to them. Classic pieces such as a traditional canvas suit jacket or leather motorbike pants have been reworked to demonstrate that clothing does not have to be rigid or protective in order for the wearer to feel like a BOSS. The evolution of the BOSS logo also represents the brand’s determination to never stop progressing and to continue redefining what it means to be your own BOSS.
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