Dynamic Partnership Unveils a Fusion of Luxury and Performance for Fall/Winter 2024
Gaydon, UK – August 21, 2024: The worlds of high fashion and luxury automobiles collide as Hugo Boss and Aston Martin unveil their inaugural capsule collection, just in time for the Fall/Winter 2024 season. This exclusive partnership marks the beginning of a new lifestyle collaboration, merging the distinct legacies of both brands into a seamless blend of heritage, innovation, and modern style.
This groundbreaking collection is the first of its kind, born from the creative synergy between Boss’s renowned tailoring expertise and Aston Martin’s reputation for high-performance craftsmanship. The partnership will roll out two capsule collections annually, each offering meticulously crafted pieces that embody the spirit of both brands—sophisticated style and unparalleled performance.
Drawing from Aston Martin’s rich history and the timeless elegance of Boss’s design ethos, the collection introduces a 24/7 lifestyle wardrobe, tailor-made for the modern consumer who values both luxury and practicality. Key details in the collection are inspired directly by Aston Martin’s high-performance vehicles, from quilted leather accents reminiscent of car interiors to carbon-fiber taped seams that enhance the durability and functionality of the garments.
At the forefront of this stylish campaign is none other than Aston Martin Aramco Formula One Team driver and global Boss ambassador, Fernando Alonso. Known for his precision on the track and his sharp style off it, Alonso embodies the essence of this collaboration. His presence in the campaign captures the dynamic energy and sophisticated edge that both Boss and Aston Martin bring to the table.
“I’m thrilled to be the face of this landmark Boss x Aston Martin capsule collection,” said Alonso. “Both brands share a commitment to innovation, performance, and iconic style. I’m excited for fans to see the powerful synergy we’ve achieved together.”
The collection showcases a range of tailored pieces crafted from luxurious, high-performance fabrics, including superfine merino wool and a carbon-fiber-infused cotton denim blend. The color palette—featuring tones of white, pale gray, opal green, and dark mink—reflects a refined aesthetic, with each piece exuding the innovation and elegance that define both Boss and Aston Martin.
Now available online at boss.com, in Boss stores, and through select wholesale partners, the Boss x Aston Martin collection invites consumers to experience the intersection of fashion and automotive excellence.
