The 2025 Chinese Grand Prix took place in late March, and it wasn't only the racing drivers who revved up their engines.
To mark the occasion of Formula 1 and the opening of their inaugural halo store in China, fashion brand BOSS pulled out all stops to roll out the red carpet for an enormous engagement Aston Martin Formula One racers Fernando Alonso and Lance Stroll were part of a group comprising 80 high-profile individuals including VIPs, influencers, and celebrities. These guests were granted access through a grand 18-meter-tall facade leading them inside where they could explore various racing-inspired exhibits.
It's always exciting when two leaders in their fields collaborate, which brings us to the partnership between BOSS and Aston Martin. The timing couldn’t be more perfect for unveiling their Spring/Summer 2025 collection just before the Chinese Grand Prix. This lineup embraces "elegance in movement" and finds additional influence from sunny escapades.
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The final clothing line merges light fabrics with cutting-edge tech materials to provide both comfort and high performance. This includes items such as a waterproof bomber jacket, a blend of cotton and silk for polo shirts, twist-knit hoodies, among others. With an elegant and understated look, this collection boasts superior workmanship and meticulous details—exactly what we appreciate. To see these pieces firsthand, you can visit the BOSS site online or one of their numerous retail locations globally.
To commemorate the product launch along with Formula 1, the BOSS halo store embraced the racing motif, thus providing an unforgettable experience.
The store was situated at the Jing'an Kerry Center in Shanghai during the time of the Chinese Grand Prix, brimming with eye-catching attractions. An exact copy of an Aston Martin Aramco Formula One Team vehicle stood out prominently, while a highly realistic racing simulator allowed visitors to experience driving firsthand. In the forefront of the shop, the men's clothing collection was showcased, attracting significant interest; however, it struggled to draw as much attention as the sports cars did!
On March 19th, for the grand opening, BOSS hosted a prestigious gathering of VIPs, influencers, and stars. The dining experience was managed by the store’s inaugural BOSS CAFÉ in China. Besides featuring a replicated Aston Martin racer, men's wear collection, and a racing simulation station, they unveiled a novel BOSS-designed helmet design for Fernando Alonso, which he subsequently sported during his races. A private post-event celebration took place at the luxurious Palace Suite and Terrace atop the Peninsula Hotel, reserved exclusively for certain attendees.
The Chinese Grand Prix and the BOSS halo store may be behind us, but the BOSS x Aston Martin Spring/Summer 2025 collection continues. For this accompanying campaign, Formula 1 racers Fernando Alonso and Lance Stroll stepped up, showcasing the new line of garments alongside close-up images of an Aston Martin Vantage. With such fashionable attire paired with a sleek vehicle, we find ourselves unsure whether to focus on the trendy threads or the alluring car!
Review the campaign visuals for your reference and subsequently visit the BOSS website to make a purchase. This collection can be found in BOSS retail locations worldwide as well as through chosen BOSS wholesale partners.
