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.