Boss unveils first capsule collection in collaboration with Aston Martin | kbnmart

BOSS has strengthened its relationship as fashion partner with the Aston Martin Aramco Formula 1 Team by launching their first collection.

The fashion label has unveiled its first capsule collection with the ultra-luxury sports car brand “embodying the perfect fusion of heritage, innovation and contemporary style, which is now celebrated through a new lifestyle partnership between the two brands.”

The face of both the collection and its accompanying campaign is two-time Formula One World Champion, Aston Martin Aramco Formula One Team. Driver and Boss brand ambassador Fernando Alonso.

Drawing input and inspiration from both brands’ designers, the “future” partnership will deliver two capsule collections per year.

The first Boss x Aston Martin collection will offer “a 24/7 wardrobe that embodies the pinnacle of modern sophistication.”

By filming and shooting an “exciting” campaign to bring the collection to life, Alonso embodies the “Boss brand’s core platform of ‘Be Your Own Boss.’”

The collection features specially designed pieces, “carefully crafted from luxurious, high-performance fabrics, such as ultra-soft wool jersey and a carbon fiber and cotton blend.”

The retailer said the key outerwear styles “complement and offer sophistication and functionality” in a color palette of white, pale gray, opal green and dark mink.

Prices start from £159 for a logo-embroidered hat to £1,495 for a leather jacket.

Alonso will be a popular choice among Formula 1 fans as Boss continues its marketing campaign to reach key consumers.

Boss deepened its already strong association with motor racing with a promotional event linked to the British Grand Prix in July by partnering with the Aston Martin Aramco Formula One Team, providing a special edition Alonso racing helmet design.

This was accompanied by the unveiling of two large models of the helmets in Covent Garden and Westfield White City shopping centre in London.

The Boss brand’s ties to international motorsports date back to 1972, and the company said such connections “also support Boss’s repositioning as an international lifestyle brand focused on authentic collaboration and unique customer experiences.”