A statement of optimism – the BOSS Spring/Summer 2021 Fashion Show

Milan, September 25. The sky over the Italian capital was overcast; gray clouds hung over the city. Within the palatial surrounds of Milan's Palazzo del Senato the buzz of arriving guests echoed in the historic open-air courtyard where BOSS would reveal its Spring 21 collection in a physical-meets-digital show as part of Milan Fashion Week.

Front row for everyone

The tree-lined Spring 21 runway, set amid the columns of the palazzo’s cobbled courtyard, brought architecture and nature into perfect alignment. Among the 130 guests, perched on individual, socially distanced plinths, where Suki Waterhouse, Olivia Palermo, Johannes Huebl, Bryanboy and Caro Daur who were anxiously looking forward to the next 20 minutes to find out what BOSS had in store for Spring 21.

As the show began in Milan, a simultaneous event took place on the other side of the world in Shanghai, livestreamed to an audience of millions across Chinese digital platforms WeChat, T-Mall and Tencent. The live event included Li Yifeng, Zhu Zhengting and Wang Feifei, live interviews by Chinese influencer gogoboi and a screening of the runway show.

Let the show begin

At 2pm sharp, the first models stepped out on the runway to present a collection that captured the current mood within fashion of creativity, renewal and optimism. Simple shorts, wide-leg pants and super-soft knits lent the collection a more easy-going feel than ever before. A refreshing palette of blues, vivid emerald and soft rose enhanced this new attitude, along with shades of sand, cream and forest green.  

“This collection brings together craft, color, and artistry but also reflects what's happening in the world – and how it's affecting our clothes,” said Chief Brand Officer Ingo Wilts. While it is still quintessentially BOSS, it considers what the global community of professionals will need in 2021, post-pandemic, while many are still working from home.

 “When we started designing this collection last year, we were not expecting lockdown, and I would have said it was: Tailoring! Heritage!” said Wilts, enthusiastically. “But we had to adjust everything. We still have the tailored side, but we pushed the casualization. This collection is more casual than ever for BOSS.”

Crafted but casual

It is no surprise that the runway looks offered an even more decisive move towards casualization than in previous collections, but this season they revealed a sportier, younger vision of the BOSS man and woman. Men’s hoodies, sneakers, drawstring pants and bomber jackets all found a place on the runway.

The dedication to craft was evident, with many materials sourced in southern Germany, while embroidery and laser-cutting drew the eye to the detail of the pieces. Low-key yet hard-working tailored basics can be seen throughout the collection. “It’s our heritage mixed with casual elements,” Wilts said.

Milan Fashion Show

All eyes on the details

A clear nod to utilitarian fashion can be found in the accessories and details such as hiking sandals worn with color-coordinated socks, chunky rucksacks and cargo pants. A floral motif and metal eyelets were further highlights which featured throughout the collection. While the metal eyelets adorn the hems of coats or soft leather handbags and clutches, the flower pattern can be found on single beautifully crafted pieces or on head-to-toe looks. The design is the result of a collaboration with the London-based artist William Farr. “It’s lovely because it feels so light and airy – optimism was important with this collection,” said Wilts. “I love his work.” 

Editors’ Feedback

“The colors work well together and using the lightweight fabric on the overall looks made audiences feel the positive energy needed at the moment!”
ELLE I Pony Ma Senior Fashion Editor

“Wonderful show! White as a base color for a palette of beautiful colors and even a print, blossom still! That is a new statement for the collection, right? I love the icy blue looks and the cream-colored looks, the graphic lines and smooth movement. Statement pieces, but still very comfortable, strong and feminine. Well done! Nice location too!”
Harper’s Bazaar NL Miluska van ’t Lam I Editor in Chief

An impeccably tailored celebration of low-key yet hard-working tailored basics, it was just the stuff we'll want to be wearing if we're still working from home (with a few days in the office here and there) come next spring: all beautifully tailored jackets, soft-spun sports shorts and capacious overcoats. 
GQ Magazine UK I online feature I Teo van den BroekeStyle & Grooming Director

This is Boss at its best – moving with the times, in tune with its customer’s real lives and focused on giving them stylish solutions.
10 Magazine Claudia Croft I Fashion Editor

Ready for 2021?


BOSS and HUGO are two strong brands that are clearly distinguished by their style.

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