BOSS Takes Shanghai in Style with Aston Martin and Formula 1 Ahead of Grand Prix
BOSS launched its flagship store in Shanghai, unveiling the BOSS x Aston Martin Spring/Summer 2025 collection with VIP events and F1 stars.
BOSS has celebrated the grand opening of its first flagship store in China, located at Shanghai’s Jing'an Kerry Centre, with a dynamic week of exclusive events. The launch coincides with the growing excitement in the city ahead of the 2025 FORMULA 1® HEINEKEN CHINESE GRAND PRIX™.
On Wednesday, 19 March, Aston Martin Aramco Formula One™ Team drivers and BOSS brand ambassadors Lance Stroll and Fernando Alonso made a special appearance.
Credit: HUGO BOSS
The duo joined approximately 80 invited VIPs, celebrities, media representatives, and content creators on an elegant black carpet set against the store’s striking 18-metre-high façade.
The façade currently features a design inspired by the Shanghai International Circuit, incorporating the Chinese character “上” (“shang”), which can be interpreted as “rise”, symbolising positivity and optimism, a perfect reflection of the BOSS ethos.
Inside the store, a replica Aston Martin Aramco Formula One™ Team car served as a dramatic centrepiece. Racing enthusiasts were invited to test their skills in a state-of-the-art simulator, which will remain in-store for the duration of the Chinese Grand Prix.
Additionally, the event unveiled the new BOSS-designed helmet livery for Fernando Alonso, which he will wear during the upcoming races in Shanghai. The design features a brushstroke motif, echoing the calligraphic style of “上” (“shang”).
Alonso and Stroll also participated in an engaging fireside chat, offering further insight into the world of Formula One.
Guests had the opportunity to explore the new BOSS x Aston Martin Spring/Summer 2025 Menswear capsule, prominently displayed at the store entrance. This latest collection continues the collaboration’s commitment to luxury and high performance.
Designed for sophisticated movement and inspired by warm-weather getaways, the collection incorporates lightweight, premium fabrics and cutting-edge materials to ensure both style and comfort.
Attendees were treated to an array of molecular cuisine-inspired canapés and beverages served by the in-store BOSS CAFÉ, the brand’s first café concept in China.
Later that evening, an intimate group of VIP guests attended an exclusive afterparty at The Peninsula Hotel’s rooftop Palace Suite and Terrace. The event commenced with a striking BOSS-themed light show, followed by a live performance from Rikimaru Chikada, DJ sets, theatrical bartending, and premium catering, all set against the dazzling Shanghai skyline.
Credit: HUGO BOSS
The BOSS x Aston Martin Spring/Summer 2025 capsule has been captured in a campaign featuring Alonso and Stroll alongside an Aston Martin Vantage. Shot in an intimate and dynamic style, the campaign highlights the collection’s sleek designs, high-performance agility, and refined elegance as showcased by the drivers.
