THIS PRODUCT RANGE IS THE PINNACLE OF BOSS TIMELESS WARDROBE.”
Fairchild Studio: How does the concept of “quiet luxury” fit with this new range?
M.F.: This product range rich in heritage and innovative craftsmanship aims at redefining timeless luxury in a constantly changing world. It enables a minimalist, conscious self-expression where the combination of quality, durability and style reigns supreme.
Fairchild Studio: What has the development of BOSS been over the past couple of years and how has the brand refresh been received?
M.F.: Since the brand refresh our fans saw an evolution of our brand’s tailoring heritage, a look not typically associated with breaking boundaries. We delved into our archives, brought back the best designs and made them relevant for today’s customer, a representation of the multifaceted modern BOSS.
BOSS has now established itself as a 24/7 lifestyle brand that offers styles and outfits for various moments and occasions in our lives: from high-end tailoring to relaxed and effortless sportswear, leather goods and footwear.
Fairchild Studio: Considering a shift focus on a younger audience when rebranded in 2022, what changes did it bring to the perception of the brand and creation? What are the achievements and challenges?
M.F.: I don’t like to think that our target has been shifted to a younger audience. We still serve our loyal audience, but we extended our brand values and product offer to make them relevant for the consumers of today and tomorrow.
Suiting and our sartorial heritage are now celebrated as a tool for empowerment, confidence and individuality — values that drive our core message. Younger audiences in particular use style and fashion to express themselves and their personality and we want all our fans to feel great and show their confidence and individuality in every moment and occasion of their life.
Our campaign platform #BeYourOwnBOSS together with the evolution of our brand´s heritage and the offer of a smarter 24/7 wardrobe have brought BOSS closer to Millennial audiences.