The Triplets & Hadban Twins
BOSS recently hosted a spectacular soiree in the Dubai desert, which saw VIP guests mingling under the stars. The event by the German-based brand that launched a record-breaking all-star campaign and new branding took place in an exclusive camp on the Dubai Desert Conservation Reserve.
All Star Cast
The event saw the unveiling of a film launching a new see now, buy now collection captured in a dramatic setting and offering amazing sunrise and sunset views in the desert. The special guests arrived at dusk on the dunes before setting off to the camp to experience the thrilling presentation of the new collection and continue the celebrations into the night.
Candice Swanepoel
As well as attending the event, the #BeYourOwnBOSS campaign stars Matteo Berrettini, Khaby Lame, and Alica Schmidt made their second modelling appearance with BOSS in the film. Also starring in the film and showing up at the dessert spectacle were trailblazing American model Precious Lee, American singer Teyana Taylor, British actor Lucien Laviscount and American model Taylor Hill.
Influencers
Worldwide phenomenon Madeline Stuart, the first professional model with Down syndrome and powerful inclusion advocate, also joined the celebrity film line-up and the lively event.
Madeline Stuart
Additionally, world-renowned athletes,and fans of the brand headed to Dubai to take part in the production and celebration, including American Paralympic sprint runner and gold medalist Nick Mayhugh, Qatari Olympic Champion athlete Mutaz Essa Barshim and American Paralympic athlete Trenten Merrill. Italian actor Michele Morrone, Korean-American actor Ashley Park and American actor Patrick Schwarzenegger also helped make it an event to remember.
Stella Maxwell
Action on the dunes was matched by phenomenal digital buzz around the world, with numerous social media personalities sharing the experience and the see now, buy now collection online. Social media sensations Naomi Watanabe, Nic Kaufmann, Younes Zarou, Wisdom Kaye, Zack Lugo, Rakhim Abramov and Karen Wazen Bakhazi were among the nearly 100 creators and influencers who joined the crowd, naturally dressed in standout pieces by the high-quality ready-to-wear and accessories brand.
Taylor Hill
The event, complete with an energetic DJ in a magical setting, featured unforgettable fire show performances, and nearby, guests enjoyed stunning views of hot air balloons decorated with the bold BOSS logo.
Atmosphere
The Collection
The spring/summer 2022 collection, the first to be released since the BOSS brand refresh early this year, rewrites the brand’s codes to set a bold and dynamic new design direction. Offering 24/7 style, the statement-making collection features the brand’s new signature colours of black, white and camel across relaxed, sporty looks. It is available to buy immediately online and in BOSS stores globally.
