The Hugo Boss brand has been synonymous with immaculate men’s suits for nearly four decades now. Even as the label expanded to accessories, beachwear, casual wear, fragrances and even women’s wear, it is still the Boss suit that stands out as a true hyper masculine status symbol. This was, in fact, the center focus of the re-opening of the new BOSS store at Greenbelt 5, done simultaneously with the unveiling of the Fall/Winter 2018 Collection.
Fine male specimen — celebrity ambassadors, models/ushers and even the DJ — were looking sharp in their perfectly tailored suits. The male celebrities that served as walking ad campaigns for some of the more classic, statement pieces included Nico Bolzico (notably with his very large, but well-behaved dog), Santino Rosales and Aly Borromeo.
Singer Kiana Valenciano represented the ladies and graced the event with a handful of her original music tracks.
The tasteful affair was very inclusive in that guests were given an opportunity to feel like #TheNewBOSS with an exclusive photo shoot set-up. Photos were professionally shot against an off-white backdrop in high-contrast black and white, complete with the distinctive BOSS logo layered in post-editing on-site. Fundamentally, attendees went home with photo souvenirs of themselves appearing to be in the brand’s latest ad campaign.
The junction dedicated to the photo shoot, cocktails and a sophisticated buffet was just around the corner from the new store. Following the ribbon-cutting, introduction and celebrity photo ops before the façade, guests were ushered along a red carpet leading inside the boutique. The dapper male models then assisted guests with an all-encompassing tour of the space and in shopping, providing information about the fresh athleisure-esque collection.
At home with the BOSS
Following the massive re-opening event of the new flagship store at The Shoppes at Marina Bay Sands in Singapore, the brand brings its new store concept to Manila at its Greenbelt 5 boutique. The space conveys a homey feel, welcoming customers to the house of BOSS.
Warm and residential materials for wooden cabinets, generous and comfortable seating areas, new key elements like integrated skylights, as well as granite flooring enhance the inviting atmosphere. The overall effect is elegant yet light and the interplay of color contrasts in combination with clear lines lend the store a modern and refined look.
The latest brand-related campaign videos and fashion shows are prominently displayed on a digital LED screen. On a total retail space of 110 square meters, the new BOSS store features the latest Fall-Winter 2018 BOSS Menswear collection including shoes and accessories.
For Fall-Winter 2018, BOSS fuses its iconic tailoring with sportswear, presenting a unique take on athleisure. Having held shows several times in New York, the brand takes inspiration from the city, its imagery, icons and sports.
An all-new silhouette is introduced in response to the athleisure influence that runs through the core of the collection. Oversized tops are set alongside subtly cropped, tapered pants, lending an athletic look. Padded elements play a major role with voluminous down outerwear and quilted pants in super-soft leather and wool-cashmere fabric.
Tailoring gets a sportswear twist, courtesy of new combinations like relaxed tailored pieces updated with contrast yellow piping or a baseball shirt in a clean-cut silhouette. Drawstring waists and ribbed cuffs are added to neatly tailored pants in another display of sartorialism with an athletic edge. Sharp pinstripes are featured on garments in a seamless crossing point for the worlds of sports and tailoring.
Showing a dedication to craftsmanship, elaborate embroidery provides a new luxe rework on the sportswear theme. Cut with precision from rich wool and cashmere, brand logo patches, featuring pitchers, batters and the HUGO BOSS initials are stitched onto baseball jackets and sweaters alike.
Oversized capes are the key cover-up, crafted from technical nylon fabric or wool-cashmere that has been intricately hand-embroidered with baseball graphics.
The BOSS signature, double-breasted tailoring appears in the form of long cashmere greatcoats in soft, structured wool, while tailored jackets in stretch-nylon lend a new technical touch to the brand’s iconic suiting.
A bold, shiny coated-nylon outerwear design in bright yellow and clean white brings new energy to more formal pieces.
Accessories complement the new look where traditional tailored styles meet sports. Nylon fabric panels redefine sartorial leather boots and penny loafers are finished with chunky, contrast soles while backpacks are re-worked in rich leather.
The color palette is predominantly done in classic neutral shades, such as off-white, charcoal, deep navy and cognac; with just that bold yellow colorway and detail to some pieces to convey the sportswear flair.
In the Philippines, BOSS is exclusively distributed by Stores Specialists, Inc. and is located at City of Dreams, Greenbelt 5, Shangri-La East Wing, Rustan’s Shangri-La, Rustan’s Cebu and 158 Designer’s Blvd. Newport Mall.