When Hugo Boss announced its spring/summer 2023 show in Miami, Florida, the Metzingen-based fashion group promised a dynamic presentation accompanied by “a phenomenal digital buzz” – a promise that Wednesday’s show more than lived up to.
Boss used star power both in the front row and on the catwalk. Actors such as Boss campaign star Lucien Laviscount and Tiffany Haddish watched as celebrities such as actress Pamela Anderson, stylist Law Roach, DJ Khaled and supermodel Naomi Campbell walked the runway in outfits inspired by “the tension between opposites”.
The main focus of the collection is the suit known for Boss, but this was re-staged for the performance in Miami. According to the statement, the collection should take up the origins of the Metzingen brand in the traditional art of tailoring and interpret it in a new way. Visually, this means flowing cuts and muted colors, transparent fabrics and pastel shades, for both men and women. There were also plenty of suits that wouldn’t have been out of place on Don Johnson in the ’80s series Miami Vice.
Another source of inspiration for the Boss creative team was Miami and the duality associated with the city. “One of the fundamental motifs that inspired the collection is the exquisite tension that exists between contrasting elements such as solid and liquid states, land and sea, opaque and transparent, past and present” says Marco Falcioni, Senior Vice President of Creative Direction at Hugo Boss.
Among the approximately 500 guests that Boss invited to Miami were not only celebrities, but also a whole brigade of international influencers who shared the experience on their social media channels. The runway show was also shared as a live stream on social media and the brand’s website, where customers were also able to purchase selected runway looks immediately after the show.