Steve Barth
Boss unveiled its Spring/Summer 2023 collection through a see now, buy now show on the Miami coast. The collection aimed to return to the brand’s roots of traditional tailoring but interpreted them in a new way. Inspired by Miami, the collection explored the tension between opposites, such as dry and liquid states, land and sea, and opaque and transparent. Sheer fabrics and slightly crinkled materials made from a mix of silk and smooth nylon were added, and Boss’ signature garments such as the suit, shirt, and trench coat were taken in a new direction with fresh colours. The brands usual tones of black, white and camel were predominantly replaced with powdery hues matching the Art Deco architecture found in Miami. The theme of transparency was reflected in the setting, with the venue surrounded by walls of water, and the models appearing to be walking on water.
For the catwalk, Boss hired celebrities and athletes, including Naomi Campbell, Pamela Anderson, and Law Roach. Front-row guests included Demi Lovato, Bella Thorne, Maisa Silva, Charles Melton, Suki Waterhouse, and Tiffany Haddish. International influencers such as Lele Pons, Hannah Stocking, Isis Valverde, and Joey Graceffa showcased the brand on digital channels, sharing their experiences on Instagram, TikTok, YouTube, and BeReal. This strategy seems to be paying off as 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.
OPPOSITES ATTRACT
Boss drew inspiration from Miami’s tension between opposites, such as dry and liquid states, land and sea, and opaque and transparent. This idea manifested into new prints, hues, and textures that give way to a creative visual dialogue. Boss’s 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 predominantly replaced with powdery pastels, which matched the Art Deco architecture prevalent in Miami.
TRANSPARENCY EVERYWHERE
The theme of transparency was reflected not only in the designs but also in the show’s setting. The venue was surrounded by walls of water, with the models appearing to walk on water. The sheer fabrics and slightly crinkled materials, made from a mix of silk and smooth nylon that were used in the designs, also conveyed transparency. The models looked free and unencumbered, giving the designs a sense of lightness.
SEEING NOW AND BUYING NOW
Boss displayed its Spring/Summer 2023 collection through a see now, buy now show on the Miami coast. The collection aimed to return Boss to its roots of traditional tailoring but interpreted them in a new way. The collection explored the tension between opposites, such as dry and liquid states, land and sea, and opaque and transparent. Sheer fabrics and slightly crinkled materials made from a mix of silk and smooth nylon were added, and Boss’s signature garments were taken in a new direction with fresh colours.
STAR-STUDDED CATWALK
Boss hired celebrities and athletes for its catwalk, including Naomi Campbell, Pamela Anderson, and Law Roach. It added a sense of glamour and star power, which further elevated the brand’s image. The models, combined with the elite cast of celebrities, gave the designs a sense of sophistication and exclusivity, allowing the brand to stand out.
DIGITAL SHOWCASE
International influencers showcased Boss’s Spring/Summer collection on digital channels, sharing their experiences on Instagram, TikTok, YouTube, and BeReal. This strategy allowed the brand to reach new audiences in a more authentic and engaging way. The influencers shared the entire fashion experience, from the catwalk to the afterparty, giving their followers a behind-the-scenes glimpse.
REWARDING STRATEGY
Boss’s digital strategy seems to be paying off. The Metzingen-based fashion group announced a further increase in sales and profits for 2023. The brand renewal and rejuvenation programme, initiated by the company, led to double-digit growth rates in America and Europe. The see now, buy now show on the Miami coast and the digital showcasing through influencers have contributed to the brand’s success.
CONCLUSION
Boss revealed its Spring/Summer 2023 collection through a see now, buy now show on the Miami coast. The collection aimed to return the brand to its roots of traditional tailoring but interpreted them in a new way. The tension between opposites, including dry and liquid states, land and sea, and opaque and transparent, inspired new prints, hues, and textures. Sheer fabrics and slightly crinkled materials made from a mix of silk and smooth nylon were added, and Boss’s signature garments were taken in a new direction with fresh colours. The star-studded catwalk added a sense of glamour and sophistication, while international influencers showcased the collection on digital channels, allowing Boss to reach new audiences. The brand’s digital strategy seems to be paying off, as it announced a further increase in sales and profits for 2023.
