The Boss brand owned by Hugo Boss is the latest label diving deeper into skiwear for the winter season having unveiled a new ambassador and also a new collaboration collection.
Fresh for the new ski season, Boss said it’s “making a stylish return to the slopes” with the launch of another Boss x Perfect Moment capsule, “uniting technical expertise with fashion-forward flair”. It follows a first-edition collaboration with the Chamonix-born brand in 2022.
There are men’s, women’s, and gender-neutral pieces in its link-up with the performance-focused, fashion and design-oriented skiwear label. And there are pieces for both on an off the slopes.
Key styles include softshell duvet jackets, ski pants in Perfect Moment’s hallmark flared cut, insulating all-in-ones, turtleneck slogan sweaters, knit hoodies, and thermal tops. Coordinating accessories include gloves and beanies, bags and eyewear. The capsule’s colour palette combines classic Boss neutrals – black, white, and grey – with bursts of red.
Plus there are co-created details and statement prints, including chevron stripes and a red, black, and white houndstooth design that integrates Perfect Moment’s signature star icon.
The capsule and campaign were unveiled at the weekend at the Matterhorn Cervino Speed Opening, the first border-crossing race in the history of the Alpine Ski World Cup. Boss is the event’s official partner. The event continues next weekend.
The brand’s sponsorship of the races is visible around the event space, with the Boss logo and stripes featuring on banners at the sides of the track. During all race days, an arch marking the border between Switzerland and Italy, carries Boss branding. In the VIP area, a Boss bar and viewing terrace is decked out in the brand’s signature style and hallmark colours, and a space is dedicated to a ski challenge game sponsored by the label.
Meanwhile, looking at the wider ski season, Boss has unveiled its latest brand ambassador, Aleksander Aamodt Kilde who was on show at the event’s first weekend. The Norwegian champion ski racer will be dressed by the brand at events off the slopes, including interviews and red-carpet appearances.
The company said: “Distinguished by his mental strength, endurance, and determination, Kilde is a strong advocate for mental health within and outside of the sporting realm.”
Kilde first promoted Boss this September when he walked the brand’s AW23 runway show during Milan Fashion Week but his official ambassador debut took place at the weekend’s Matterhorn Cervino Speed Opening.
CEO Daniel Grieder said: “Aleksander Aamodt Kilde perfectly embodies what it means to be a Boss today. He stands up for things that are important to him, and shares our values in terms of sustainability. His passion and determination have turned him into a role model on and off the slopes.”
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