BOSS has marked the grand opening of its first China halo store at Shanghai’s Jing'an Kerry Centre with an action-packed week of BOSS events, adding to the buzz in the city ahead of the 2025 FORMULA 1® HEINEKEN CHINESE GRAND PRIX™.
On the afternoon of Wednesday, March 19, Aston Martin Aramco Formula One™ Team drivers and BOSS brand ambassadors Lance Stroll and Fernando Alonso joined around 80 invited VIPs, celebrities, media, and content creators on an elegant black carpet in front of the store’s grand 18-meter-high façade, currently emblazoned with a Shanghai International Circuit-inspired design in the form of the Chinese word “上” (“shang”). “上” can be interpreted to mean “rise,” representing positivity and optimism—a perfect alignment with the BOSS spirit.
Inside the store, a replica Aston Martin Aramco Formula One™ Team car provided an impressive focal point. Race-loving attendees were invited to show off their driving skills in a hyper-realistic racing simulator, which will remain in store for the duration of the Chinese Grand Prix. Beyond the virtual racing track, the event also included the big reveal of the new BOSS-designed helmet livery for Fernando Alonso, to be worn during races at the Chinese Grand Prix. Fans enjoyed a first look at the new helmet design, which also features a brush-stroke motif reminiscent of the Chinese calligraphy for ”上” (“shang”). Further F1 insights were revealed in a fireside chat with Alonso and Stroll.
Guests explored the brand-new BOSS x Aston Martin Spring/Summer 2025 Menswear capsule, displayed at the front of the store. BOSS x Aston Martin’s latest offering further builds on the collaboration’s foundation of luxury high performance. Showcasing sophistication in motion, and inspired by luxurious warm-weather sojourns, the collection is crafted from lightweight premium fabrics and advanced high-performance materials designed to ensure elegant comfort on the move.
Appetites piqued, guests enjoyed molecular cuisine-inspired canapés and drinks catered by the in-store BOSS CAFÉ: the first of its kind for BOSS in China. Later in the evening, selected VIP guests moved on to an elegant afterparty at The Peninsula Hotel’s rooftop Palace Suite and Terrace. The night kicked off with an impressive BOSS-themed light show, before a live performance by Rikimaru Chikada, DJ sets, showmanship bartending, and premiere catering created a buzzy party atmosphere above the glittering Shanghai skyline.
The BOSS x Aston Martin Spring/Summer 2025 capsule has been captured in a campaign starring drivers Alonso and Stroll featuring an Aston Martin Vantage. Shot in a close, intimate style, the campaign depicts the high-performance agility, clean lines, and elegant simplicity of key looks from the summer-ready capsule worn by the star drivers.
The BOSS x Aston Martin Spring/Summer 2025 capsule is available on boss.com, at BOSS stores globally, and via selected BOSS wholesalers.
High-resolution images can be downloaded from:
https://press-service.hugoboss.com/press-portal-pages/boss/Spring-Summer-2025/BOSS-x-Aston-Martin.html
APPENDIX:
BOSS x Aston Martin’s Spring/Summer 2025 capsule comprises a limited, exclusive collection of elevated summer pieces providing performance-oriented, travel-ready luxury to meet the needs of the 24/7 BOSS lifestyle. Crafted from premium fabrics, the capsule comprises versatile tailored pieces for occasions from formal to casual, and refined outerwear in a variety of fabrics, finishes and fits, for comfort in different climates. A continuation of key core BOSS x Aston Martin colorways is enhanced with new, vibrant touches in Spring/Summer 2025, including warm Tibetan Red for a true summer look and feel. In an exploration of the intricate connections between luxury automobiles and high fashion, the BOSS x Aston Martin’s Spring/Summer 2025 capsule is embellished with special signature detailing inspired by iconic Aston Martin features. Selected trims are designed with a carbon fiber-effect finish, and several toggles, cord ends, and zip pulls throughout the collection echo the look of an Aston Martin gold-toned oil filler cap. An inky dark denim jacket and coordinating jeans provide endless mix-and-match options. A broad selection of T-shirts and polos form a solid casual foundation, while trousers range from crisp and tailored to relaxed-fit shorts. Accessories include an elegant, go-anywhere suede sneaker, and a cap featuring the iconic Aston Martin wing logo.
About BOSS and HUGO BOSS:
BOSS is made for bold, self-determined individuals who live life on their own terms, with passion, style, and purpose. Collections offer dynamic, modern designs for those that embrace who they are fully and unapologetically: as their own BOSS. The brand’s heritage tailoring, performance suiting, casualwear, denim, athleisure, and accessories cater to the style needs of the discerning consumer. Licensed fragrances, eyewear, watches, and kidswear complete the brand. The world of BOSS can be experienced in around 500 own stores worldwide. BOSS is the core brand of HUGO BOSS, one of the leading companies positioned in the premium segment of the global apparel market. The group offers collections in 129 countries at more than 8,000 points of sale and online in 74 countries via hugoboss.com. With more than 18,500 employees worldwide, the company, based in Metzingen (Germany), posted sales of EUR 4.3 billion in the fiscal year 2024.
About Aston Martin Aramco Formula One™ Team:
With a heritage dating back to 1913, Aston Martin has a storied history rooted in racing. Early success at the Aston Hill Climb inspired a legacy of crafting high-performance luxury vehicles, which today includes the DB12, Vantage, Vanquish, DBX707, and the F1-inspired Aston Martin Valkyrie. The brand debuted in Grand Prix racing in 1922, claimed outright victory at Le Mans in 1959 and returned to Formula One in 2021 under Lawrence Stroll’s leadership.
The team has since made significant investments, notably opening the AMR Technology Campus in Silverstone in 2023, featuring sustainable design and a cutting-edge wind tunnel set to be operational in 2025.
On-track, the driver line-up features the experienced Canadian Lance Stroll and double World Champion Fernando Alonso, supported by Test and Reserve Drivers Felipe Drugovich and Stoffel Vandoorne, along with Team Ambassador Pedro de la Rosa and Young Development Driver Jak Crawford. Aston Martin Aramco also races in the all-female F1® Academy series, with Swiss driver Tina Hausmann competing under the mentorship of the team’s F1® Academy Head of Racing and Driver Ambassador, Jessica Hawkins.
Off-track, Aston Martin Aramco continues to drive progress through its I / AM fan engagement platform, and Make A Mark ESG programme, driving sustainability, inclusion and community engagement. Partnerships with Racing Pride, Spinal Track, and the Aleto Foundation support inclusivity, accessibility, and leadership development. The team’s commitment to energy efficiency is certified by ISO 50001 compliance.
About Aston Martin Lagonda:
Aston Martin’s vision is to be the world’s most desirable, ultra-luxury British brand, creating the most exquisitely addictive performance cars.
Founded in 1913 by Lionel Martin and Robert Bamford, Aston Martin is acknowledged as an iconic global brand synonymous with style, luxury, performance, and exclusivity. Aston Martin fuses the latest technology, time honoured craftsmanship and beautiful styling to produce a range of critically acclaimed luxury models including the Vantage, DB12, Vanquish, DBX707 and its first hypercar, the Aston Martin Valkyrie. Aligned with its Racing. Green. sustainability strategy, Aston Martin is developing alternatives to the Internal Combustion Engine with a blended drivetrain approach between 2025 and 2030, including PHEV and BEV, with a clear plan to have a line-up of electric sports cars and SUVs.
Based in Gaydon, England, Aston Martin Lagonda designs, creates, and exports cars which are sold in more than 50 countries around the world. Its sports cars are manufactured in Gaydon with its luxury DBX SUV range proudly manufactured in St Athan, Wales. The company is on track to deliver net-zero manufacturing facilities by 2030.
Lagonda was founded in 1899 and came together with Aston Martin in 1947 when both were purchased by the late Sir David Brown, and the company is now listed on the London Stock Exchange as Aston Martin Lagonda Global Holdings plc.
2020 saw Lawrence Stroll become the company’s Executive Chairman, alongside significant new investment. This coincided with Aston Martin’s return to the pinnacle of motorsport with the Aston Martin Aramco Formula One™ Team and commenced a new era for the iconic British marque.
If you have any questions, please contact: press(at)hugoboss.com.
If you have any questions about the company, please contact:
Carolin Westermann
Senior Vice President Global Corporate Communications
Phone: +49 7123 94-86321
E-mail: carolin_westermann(at)hugoboss.com
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