When it comes to expertly crafted luxury attire, BOSS continues to rise above the rest. The product line tailors to Millennial male consumers with an active lifestyle and in need of an offering that exudes exclusivity and elegance for every occasion.
The high-end line is a luxurious expression of BOSS’ passion for quality and expert craftsmanship. Renowned globally for its heritage tailoring, BOSS redefines timeless luxury in a constantly changing world by creating timeless and elevated collections.
As the epitome of sophisticated excellence for the discerning dresser, BOSS continues to design with polished and well-rounded pieces rich in heritage for the modern man. BOSS will showcase this commitment to creating exquisite pieces with sartorial elegance with its latest collection being shown at the Chicago Men’s Collective this season.
Ahead of the event, Marco Falcioni, senior vice president of creative direction at BOSS, spoke to Fairchild Studio about how its attire exceeds expectations within the luxury category and offers its consumer base a high-end wardrobe with a cohesive sartorial spirit throughout its varying styles.
Fairchild Studio: What is the rationale behind the inclusion of a luxury product range within BOSS? How does it distinguish itself and complement the existing product offering at BOSS?
Marco Falcioni: This luxury menswear range is the peak of the BOSS product offering. A luxurious expression of our passion for expert craftsmanship and exceptional quality of the fabrics.
The tactile experience is a fundamental part of the research for the high-end fabrics included in the range. We select only the best fabrics that our refined and discerning customers look for and appreciate. This top range doesn’t only consist of formal pieces. The same sartorial excellence, exceptional quality and craftsmanship characterize the sportswear styles too.
Shohei Ohtani in BOSS.
Fairchild Studio: How does the customer of this range differ from the customer of the rest of the BOSS product offering?
M.F.: This product range is the pinnacle of BOSS timeless wardrobe. Developed with the modern and discerning dresser in mind, these luxurious designs deliver a high-end, quality wardrobe designed to keep pace with an on-the-go lifestyle.
From the overall construction of each garment to the stylish linings, the trimmings, the subtle detailing, everything about the collection emanates excellence. Polished, well-rounded and crafted according to the highest standards, this high-end line provides distinctive attire for every possible social scenario.
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.
