Boss, the renowned fashion brand known for its stylish and sophisticated designs, has recently unveiled its new SS24 collection, featuring a range of elevated pieces that combine the brand’s tailoring expertise with casual wear and accessories. One of the standout features of this collection is the Double B monogram, a sleek interwoven design that represents the bold spirit of a true Boss. This eye-catching emblem can be found on a variety of essential pieces, including apparel and accessories.
The Double B selection includes core apparel items such as monochrome suits, bomber jackets, and knitwear. For men, the monogram is featured on a sporty backpack and a crossbody bag, while in women’s fashion, it adorns the closure of a leather shoulder bag, a crossbody bag, and a pair of high-heeled sandals. Additionally, the monogram accents casual pieces such as trainers, catering to both men and women.
To introduce this new monogram, Boss has launched a multi-faceted digital campaign featuring larger-than-life 3D images of the emblem in iconic global settings. Influencers and brand ambassadors are also taking part in the campaign, showcasing their personalities and attitudes while dressed in the Double B products. This light-hearted approach aims to engage a worldwide audience and create interactive social content.
In addition to the monogram launch, Boss’s sub-brand, Hugo, has made an exciting foray into the world of sports through a partnership with the Visa Cash App RB Formula One Team. This collaboration sees Hugo become the Official Apparel Partner of the team, presenting them with the opportunity to leverage the global appeal of Formula One and connect with a wider audience.
As part of this collaboration, the Hugo logo will be prominently featured on the race suits, teamwear, and cars of the VCARB team. Limited-edition capsules will also be released, featuring bold styles that fuse Hugo’s sophisticated tailoring with fashion-forward performance wear and stylish fanwear. Furthermore, Hugo will design formal apparel for drivers Daniel Ricciardo and Yuki Tsunoda, as well as high-performance race and travel wear for the entire team.
The race-wear collection will showcase graphic branding in bold colors, with the signature metallic bull logo adorning water-repellent jackets, t-shirts, and stretch trousers made from track-ready technical materials.
CEO of Boss, Daniel Grieder, has expressed his belief that the partnership with Formula One will allow the brand to connect with Generation Z on a global scale while bridging the worlds of sports and fashion. CEO of VCARB, Peter Bayer, also expressed excitement for the collaboration, emphasizing the importance of expression and style in the sport and the opportunity to push the boundaries of the Formula One aesthetic.
These developments highlight Boss’s ongoing commitment to innovation and staying ahead in the fashion industry. Through their unique designs and strategic collaborations, Boss continues to solidify its position as a leader in luxury fashion.