Boss unveils first capsule collection with Aston Martin

Boss has cemented its ‘fashion partner’ relationship with the Aston Martin Aramco F1 team with the launch of their first capsule collection.

The fashion brand has unveiled its first capsule collection with ultra-luxury sports car marque “epitomising a perfect fusion of heritage, innovation, and contemporary style, which is now celebrated through a new lifestyle partnership between the two brands”.

And the face of both the collection and the accompanying campaign is two-time Formula One World Champion, Aston Martin Aramco Formula One Team driver and Boss brand ambassador Fernando Alonso.

Drawing input and inspiration from both brands’ designers, the “future-facing” partnership will deliver two capsule collections a year.

The first Boss x Aston Martin collection will offer “a 24/7 lifestyle wardrobe that exemplifies the pinnacle of modern sophistication”.

Bringing the collection to life in an “exciting” campaign photoshoot and film, Alonso “personifies the Boss brand’s foundational platform ‘Be Your Own Boss’.

The collection is defined by tailored pieces, “carefully crafted in luxurious, high-performance fabrics, such as superfine merino-wool jersey and a durable carbon-fibre and cotton denim blend”. 

The retailer said key outerwear styles “complement and deliver sophistication and functionality” within a colour palette of white, pale gray, opal green, and dark mink.

Prices start from £159 for an embroidered logo cap to £1,495 for the leather jacket.

Alonso will be a popular choice among F1 fans as Boss continues its marketing drive to reach key consumers.

Boss deepened its already strong connection with motor racing with a publicity event linked to July’s British Grand Prix via the partnership with Aston Martin Aramco Formula One Team, introducing a special edition design of Alonso’s helmet for the race.

It was accompanied by the unveiling an installation of two large-scale replica helmets in London’s in Covent Garden  and Westfield White City Shopping Centre.

The Boss brand’s links to international motorsport date back to 1972 and the company said such links also “support the repositioning of Boss as an international lifestyle brand focusing on authentic collaborations and unique customer experiences”.