Germany’s Hugo Boss x Aston Martin launch first capsule collection

Ahead of Fall/Winter 2024, BOSS proudly unveils its first capsule collection in collaboration with Aston Martin, epitomizing a perfect fusion of heritage, innovation, and contemporary style, which is now celebrated through a new lifestyle partnership between the two brands.

This new collection marks its first collaboration with the ultra-luxury sportscar marque, drawing input and inspiration from both brands’ designers and Aston Martin’s portfolio of high-performance models.

BOSS and Aston Martin have launched their first capsule collection for Fall/Winter 2024, blending luxury performance with timeless elegance.
Inspired by Aston Martin’s craftsmanship, the collection features high-performance fabrics and design elements from their sportscars.
Fronted by Fernando Alonso, the range embodies sophistication and innovation.

The future-facing partnership will deliver two capsule collections a year, showcasing pieces that are meticulously crafted to meet the demands of performance, and style. Building on their common passion for racing, the first BOSS x Aston Martin collection draws inspiration from British carmaker’s rich legacy and the timeless elegance of BOSS’s premium aesthetic, offering a 24/7 lifestyle wardrobe that exemplifies the pinnacle of modern sophistication.

For this capsule, BOSS has worked with the iconic sportscar brand to create an off-the-track lifestyle wardrobe that caters to the modern consumer’s desire for luxury performance. With a shared focus on innovation and flawless design, this collaboration expertly combines quality clothing with high-performance materials. Aston Martin delivers prestigious craftsmanship and innovation, while BOSS contributes traditional tailoring with authenticity and quality.

Influenced by Aston Martin’s attention to detail, elements across the collection reflect interior touches from its models, including the iconic quilted leather seats. Details on the garments such as zip pullers, cord ends and snap buttons take inspiration from finishes on their high-performance vehicles. A unique cord adjuster was inspired by the sophisticated aluminum oil filler cap available from its Q by Aston Martin bespoke service. Lightweight high-performance materials prevalent in sportscar design also crossover to the collection, including the use of carbon fibre taped seams to bring heightened performance to BOSS’s unmistakable style.

Bringing the collection to life in a campaign photoshoot and film is world-renowned, Aston Martin Aramco Formula One Team driver and BOSS brand ambassador Fernando Alonso. As the face of the exciting new campaign, Alonso personifies the BOSS brand’s foundational platform “Be Your Own BOSS”. He also perfectly embodies the spirit of the BOSS and the intensity of the Aston Martin driver: dynamic and effortlessly stylish.

“I’m proud to front the campaign for the first-ever BOSS x Aston Martin capsule collection. Both BOSS and Aston Martin stand for commitment, innovation, performance – and iconic style. I can’t wait for fans to experience the energy that both brands have brought to this collaboration,” said Fernando Alonso.

This collection is defined by tailored pieces, carefully crafted in luxurious, high-performance fabrics, such as superfine merino-wool jersey and a durable carbon-fiber and cotton denim blend. Key outerwear styles complement and deliver sophistication and functionality. Presented in a smart color palette of white, pale gray, opal green, and dark mink, this menswear range exudes innovation, impeccable BOSS aesthetics, and elegant design elements inspired by the iconic British carmaker.

The BOSS x Aston Martin collection is available on boss.com, in stores, and through wholesale partners.

Note: The content of this press release has not been edited by Fibre2Fashion staff.

Fibre2Fashion News Desk (RM)