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The new collection reveals many interesting aspects of the image that BOSS wants to convey to its customers: individuals who not only have a distinct personal style but also clearly embody the BOSS brand spirit. The brand's characteristic sophistication is redefined, bringing a new attitude to the new decade: placing personalization at the heart of fashion.
Having hosted fashion shows at New York Fashion Week for many years, BOSS continues to be influenced by American culture in its designs: inspiration from famous skyscrapers, impressive architecture, and the people of New York is readily apparent. Remaining true to BOSS's heritage, the sophistication of its tailoring is maintained, combined with a clever incorporation of sporty style – evident in bold cuts and modern materials.
Layering is incorporated into the garments, with flowing jackets embellished with practical elements of modern life such as crisp cotton, nappa leather, ultra-soft suede, or glossy fabrics. These intricate handcrafted details also hint at the sophistication waiting to be discovered within each design. Leather is chosen as a highlight, with embossed techniques, seams, and laser-cutting applied to create breathability in the dresses.
BOSS brought a vibrant color palette with many striking details to the runway this time. Using main tones such as navy blue, ocean blue, and chambray combined with mint green, sand, and cream, BOSS's designs were accented with unusual red and yellow tones. For the SS2020 season, BOSS's designs often featured a monochromatic color scheme throughout the entire outfit, or creatively combined with color blocks, created by striped patterns and geometric prints on the garments.
Beyond clothing, accessories are also a highlight, showcasing many changes at BOSS. While men have leather strap sandals, chunky-soled Oxfords, sneakers, shoulder bags, and leather backpacks, women have leather open-toe shoes paired with Kristin color-block bags. All bags are printed with the user's initials – a hallmark emphasizing BOSS's philosophy of placing each individual at the center of fashion.
