Following an unprecedented all-star advertising campaign and branding campaign, BOSS took to the Dubai Desert on February 10 to host a grand event under the stars to maintain its extraordinary momentum.
This event is held at an exclusive camp in Dubai Desert Reserve. Unveiled in the form of a movie, the new Buy-to-See series is presented in the desert's unparalleled sunrise and sunset landscapes. Special guests arrive in the dunes at dusk and then head to the camp to experience the online display of the new series, a celebration that continues into the evening.
Unveiled at the event, the Spring/Summer 2022 collection is the first since the BOSS Brand Renewal Initiative earlier this year, rewriting the brand's aesthetic code and setting a new design direction that is avant-garde and dynamic. The collection is a bold fashion statement, with the label's signature new black, white and camel colours running through the laid-back and dynamic look, creating a 24/7 wardrobe for dreamers. It reaffirms boss's attitude of leading the way with courage and confidence, and the series will soon be available in online boutiques and BOSS stores worldwide.
In order to continue the offensive of the brand's latest advertising campaign, BOSS invited a group of stars who love the BOSS brand and are mavericks to attend the event. Matteo Berrettini, Khaby Lame and Alica Schmidt, who appeared in the #BeYourOwnBOS self-dominated advertising campaign, not only appeared in person, but also reappeared in the film as boss models. Stars who starred in the film and attended the event included pioneering model Dangerous Lee, American singer Teyana Taylor, British actress Lucien Laviscount and American model Taylor Hill. Madeline Stuart, the world's first professional model with Down syndrome, a strong advocate for inclusion and a legend, also joined the star-studded film lineup and appeared at the event. In addition, many of the world's leading athletes and brand fans have also appeared in Dubai to participate in filming and live events, including American Paralympic sprinter and gold medalist Nick Mayhugh, Olympic champion Mutaz Essa Barshim and American Paralympic athlete Trenten Merrill. The appearances of Italian actor Michele Morrone, Korean-American actor Ashley Park and American actor Patrick Schwarzenegger drew enthusiastic cheers from the audience.
Dune events have caused a global social media sensation, with numerous social media celebrities sharing the experience and this season's Buy-to-See series. Nearly 100 creatives and web celebrities, including Naomi Watanabe, Nic Kaufman, Younes Zarou, Wisdom Kaye, Zach Lugo, Rahim Abramov and Karen Wazen Bakhazi, showcased their looks in iconic BOSS outfits.