Boss S/S 2026 Milan | the Fashion Spot

Boss S/S 2026 Milan

I liked it, it's an elegant collection that, however, through a non-trivial styling, doesn't fall into the redundancy of quiet luxury. Much better thank Calvin Klein IMO
 
what a drab. only thing he last looks were slightly interesting and not even the sight of Clément could save this for me.
 
So what is the point of this direction for Boss? No one really goes to Boss for fashion. I don't even think Boss goes to Boss for fashion...

I understand they're probably trying to inject some fashion credibility to boost sales, but the way they've done it is very hammy. It's very "H&M runway show". This could have been a great opportunity to pick up the missing slack that has been left behind by Calvin Klein and taken a Costa approach to the collections. Sleek, unfussy, with a hint of seduction.
 
the lumpy headwraps should get someone fired, a bold move to make top models look bad yet here we are. and the drab ill fitted collection is not worth mentioning.
 
So what is the point of this direction for Boss? No one really goes to Boss for fashion. I don't even think Boss goes to Boss for fashion...

I understand they're probably trying to inject some fashion credibility to boost sales, but the way they've done it is very hammy. It's very "H&M runway show". This could have been a great opportunity to pick up the missing slack that has been left behind by Calvin Klein and taken a Costa approach to the collections. Sleek, unfussy, with a hint of seduction.

The event’s halo effect is the point. Key markets get to invite their own selection of influencers and celebrities to these shows, some of whom get dressed in the same collection as what’s presented and some in what’s in store now. Those people make content, sometimes specifically for major accounts (Zalando for instance) and the the brand ends up on all of their feeds + plus they have manufactured UGC to wield in mid to low funnel social ads, emailers etc. The increased fashion credibility is a happy side effect, which will probably be sustained by a limited curation of racks with this runway collection in major department stores later down the line. It’s important to get the fashionability right, though, because it needs to come across as sincere for the halo effect to work. But the key thing is always the event itself. See also H&M, Calvin Klein, Lacoste, Tommy Hilfiger.
 

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