Hugo Boss needs no introduction.
With a name that feels almost absurdly orchestrated to match the feeling given when donning its clothing, Boss has sat at menswear’s top table for nearly a century. 2023 proved to be yet another lucrative year for the iconic brand, cementing the unwavering desire for high quality style, especially in times of global uncertainty. As someone once said, “when you look good you feel good, and when you feel good you do good.” Never underestimate the power of a well-fitted suit.
Esquire Middle East sits down with Marco Falcioni, creative director of Hugo Boss, to talk about its new exclusive range of products, timeless luxury, and ‘stealth wealth’.
Esquire: What is the background behind the inclusion of a luxury product range within Boss? And what distinguishes it from the rest of the offering?
Marco Falcioni: This luxury menswear range is the pinnacle of the Boss product offering. A luxurious expression of our passion for expert craftsmanship and exceptional quality of the fabrics. The tactile experience is a fundamental part of the research for the luxe fabrics included in the range, for which we select only the best fabrics that our refined and discerning customers look for and appreciate.
Esquire: How does it complement the existing product offering at Boss?
MF: One of the formal looks we shot for this season’s campaign was, among others, a suit in soft camel hair that depicts timeless elegance, comfort and warmth. But this luxury range doesn’t only consist of formal pieces. The same sartorial excellence, exceptional quality and craftsmanship characterise the sportswear styles too, like our slightly more chilled out trousers in refined virgin wool. Lush knitwear in soft cashmere and alpaca. Silk neckwear. A shearling jacket.
Esquire: Do the customers of this range differ from the customer of the rest of the Boss collection?
MF: This collection is the quintessential, timeless Boss wardrobe. Created with the modern and discerning dresser in mind, they’re specifically designed to compliment an on-the-go lifestyle as well as being effortlessly stylish. We wanted something that would cater to every scenario, every event, every climate.
Esquire: Lee Min-ho is your brand ambassador. What made him a good fit and was he an obvious choice?
MF: Lee Minho has been a BOSS brand ambassador and a face of our global campaigns since the brand refresh in January 2022. He perfectly embodies our refined and discerning customer who appreciates sophisticated designs, craftmanship and quality.
Esquire: Talk about the rise in ‘stealth wealth’, a phrase coined by shows like Succession.
MF: This product range rich in heritage and innovative craftmanship aims at redefining timeless luxury in a constantly changing world. It enables a minimalist, conscious self-expression where the combination of quality, durability, and style reigns supreme.
Follow Marco Falcioni on Instagram here and the official Boss Instagram here
