Weeks after announcing a major rebrand that saw Hugo Boss split into two distinct brands, one of those brands, BOSS, brought life to the desert with a large-scale takeover in Dubai on Feb. 10.  

Using the momentum created by their celebrity-packed rebrand campaign (featuring Kendall Jenner, Hailey Bieber, Joan Smalls, and Future, to name a few), BOSS hosted an exclusive camp and blowout party on the Dubai Desert Conservation Reserve. In between celebrations in the desert, BOSS premiered a short film which led to a presentation of their new line, the first to be released since the rebrand.  

The Spring/Summer 2022 line sets a bold tone for the brand, which aims to tailor to a younger, cooler audience than the Hugo Boss of old. Blending seamlessly into the desert backdrop, the collection revolves around key neutral colors of camel, black, and white, keeping the looks minimal and trendy enough to be worn from the office to the bar.  

Jumping off their #BeYourOwnBOSS branding, BOSS invited a host of stars who are paving their own paths, including model Precious Lee, actor Lucien Laviscount, singer Teyana Taylor, and model Taylor Hill. They also hosted model and inclusion advocate Madeline Stuart, who is the first supermodel to have down syndrome. Other guests included Paralympic stars Nick Mayhugh and Trenten Merrill, as well as actor Patrick Schwarzenegger and over 100 social media stars and influencers. 

The extravagant event, which was complete with branded hot air balloons and DJ’s, officially ushered in a new era for BOSS, as they emerge from the “dusty” shadow of Hugo Boss pre-rebrand, and focus on creating streetwear-inspired clothes with trendy tailoring and 24/7 wearability. 

The BOSS Spring Summer 2022 collection is available now online and in BOSS stores globally.  

 Watch the desert debut here.