Through the lens of Photographer, Fabio Cannizzo.
words by Melissa Lupo
Precision and technology come together at the BOSS SS24 show at Milan Women’s Fashion Week 2023 defining a style the brand calls “CorpCore”. An immersive “Techtopia '', complete with a highly advanced robot named Sophie created by Hong Kong-based, Hanson Robotics greeted and interacted with guests, securing the brand’s intentions for the future, while the collection confirmed BOSS’s dedication to their sartorial roots.
Six themed rooms were located within the runway loop, with Sophie making an unexpected appearance at the head of the runway, “controlling the show via the BOSS Techtopia Control Room.”
The collection gave traditional office attire a contemporary update on classic staples like the pencil skirt, blazers, blouses, and suits, adding definition with belting to otherwise box-y cuts.
Marco Falcioni, SVP of Creative Direction at HUGO BOSS says the new collection CorpCore breaks traditional style standards for office attire:
“I loved the creative challenge of taking the traditional office attire of the executive - a look not typically associated with breaking boundaries – and shaking it up to make it new, exciting, and representative of the multi-faceted modern BOSS. It's a celebration of suiting as a tool for empowerment, confidence, and individuality - values that drive our core message, 'Be Your Own BOSS'."
A hot list of celebrity guests like Naomi Campbell, Wisdom Kaye, Suki Waterhouse, Burna Boy, Simu Liu, Demi Lovato, Luka Sabbat, Sonam Kapoor, Arón Piper, Zhang Yuqi, and Lele Pons supercharged the event, along with models like Gigi Hadid, Paulo Andre' de Oliveira, Ezra Frech, Ashley Graham, Pedro Scooby, and superstar brand ambassador and performer Khaby Lame who walked the runway.