In the middle of the Dubai desert with a camel and fire show, hot air ballons, and the most-followed social media influencers from around the world, BOSS wants to make a statement of “A New Era”. In early 2021, with a new CEO at the helm and a fresh design direction, the brand started a rebrand that saw the split from HUGO which is a more focused on a Gen-Z audience (though whats more Gen-Z than Khaby Lame, the famous Tik Toker from Paris who was in attendance?).

The event, set in the Dubai Desert Conversation Reserve, was also the launch of a see now, buy now program, starting with its Spring/Summer 2022 collection. A film debuted to showcase the new offerings, with lots of neutral-colored pieces that almost blended in with the sandy background and a few pops of color of orange and pink for both men and women. Almost everyone in the short film was in attendance, including Highsnobiety favorites like models Alton Mason and Precious Lee, Teyana Taylor, and Wisdom Kaye.

With most brands putting their efforts in a more social media-driven marketing plan, it’s no surprise that BOSS has pulled out all the stops to get an audience's attention. While the clothing plays it safe, with its easy-to-wear suiting and athleisure aesthetic, the cast of talent they seem to want to work with are everything but. Maybe the brand has plans to push the envelope when it comes to design? We aren't sure what to expect, but the brand wants to make sure we know that there’s a new BOSS here.