WHERE DREAMS COME TRUE

Following the launch of a record-breaking all-star campaign and weeks after announcing a major rebrand that saw Hugo Boss split into two distinct brands, BOSS has maintained its extraordinary momentum by hosting an eye-opening event in the desert, under the stars in Dubai early this year. Their celebrity-packed rebrand campaign featuring Kendall Jenner, Hailey Bieber, Joan Smalls,

Future and South Korean actor Lee Min-Ho created a huge buzz on the internet and continuing the success of the campaign, the label hosted an exclusive camp and blowout party on the Dubai Desert Conservation Reserve. In between celebrations in the desert, BOSS premiered a short film which led to a presentation of their new line, the first to be released since the rebrand. The film launched a new see now, buy now collection that was captured in a dramatic setting offering unparalleled sunrise and sunset views in the desert. The Spring/Summer 2022 line sets a bold tone for the brand, which aims to tailor to a younger, cooler audience than the Hugo Boss of old. Blending seamlessly into the desert backdrop, the collection revolves around key neutral colours of camel, black, and white, keeping the looks minimal and trendy enough to be worn from the office to the bar. The extravagant event, which was complete with branded hot air balloons and DJ’s, officially ushered in a new era for BOSS, as they emerge from the “dusty” shadow of Hugo Boss pre-rebrand, and focus on creating streetwear-inspired clothes with trendy tailoring and 24/7 wearability.