Hugo Boss Debuts Its Newest Collection With A Star-Studded Event In Dubai
Photo Credit: Hugo Boss AG
Hugo Boss, riding the momentum of its Boss x Russell Athletic Milan Fashion Week event that brought in 4 billion impressions in just four days, hosted an exclusive star-filled evening on the Dubai Desert Conservation Reserve. The celebration marked the debut of the brand’s Spring/Summer 2022 collection, which is the first to be released as Hugo Boss paces ahead with their brand refresh, which establishes Boss and Hugo as two distinct brands with differentiated marketing. “It is our vision to become the leading premium tech-driven fashion platform worldwide, and in this context, we will revolutionize the way in which we interact with consumers,” says Daniel Grieder, Chief Executive Officer of Hugo Boss AG. “Our ambition is to double our business to EUR 4 billion in revenues by 2025 and to become one of the top-100 global brands.”
This see-now, buy-now collection from Boss highlights the brand’s new design direction, offering bold, sporty pieces in the brand’s signature colors of black, white, and camel. TikTok sensation Khaby Lame and German Olympic athlete Alica Schmidt made their second appearance with BOSS as models in the film the unveiled the collection during the event. Other guests among the crowd of athletes, creators, and influencers included international supermodels Precious Lee and Taylor Hill, American songstress Teyana Taylor, British actor Lucien Laviscount, and Italian actor Michele Morrone.
Attendees were ushered onto the dunes at dusk, taking in the spectacular views as hot air balloons illuminated the night sky.
Photo Credit: Hugo Boss AG
Photo Credit: Hugo Boss AG
Photo Credit: Hugo Boss AG
Photo Credit: Hugo Boss AG
Photo Credit: Hugo Boss AG
Related Articles
Haute Leaders Gather for an Elevated Evening at Pagani Residences Miami
On the evening of Wednesday, April 29, Haute Living convened its most distinguished circle for an exclusive Haute Leaders cocktail experience at the Pagani Residences Miami Sales Gallery in North Bay Village. The intimate gathering brought together a curated cross-section of the city’s most influential minds — leading attorneys, top physicians, and luxury realtors — […]
Chivas Regal and Global Brand Ambassador Charles Leclerc Introduce a 16-Year-Old Whisky That Redefines Modern Mastery
Charles Leclerc and Chivas Regal unveil a bold 16-year-old limited whisky blending racing ambition with Scotch mastery.
Screen Fatigue is Rising, and Families Are Reconnecting Outdoors
Byline: Lyssanoel Frater Families are rethinking connection in a digital-first world and are unplugging. A familiar scenario plays out every day in homes where everyone is on their devices, their attention riveted to their screens, and oblivious to what their family members are doing. Though the family members may be connected to the digital world, […]
Haute Living Executive Q&A – Arun ‘A.G.’ Ganguly on Modern Investment Strategies
HL As a family office advisor, how are ultra-high-net-worth individuals rethinking portfolio allocation in today’s volatile macro environment, particularly across private equity, real assets, and alternative investments? AG — The 60/40 has been dead for some time — most allocators are simply slow to admit it. What I see across the principals we work with […]
How AI Is Reshaping Private Fleet Management and Insurance
Managing a curated collection of classic cars or a fleet of executive transports has always been part art, part science. It takes passion, foresight, and serious attention to detail. But that equation is shifting fast, thanks to artificial intelligence. AI is redefining how risk, liability, and bespoke insurance work for high-value fleets. For any discerning […]
Inside Miami Race Week’s Most Exclusive Invitation: The Places & Co. x FlyHouse Annual Yacht Experience
Image courtesy of Places & Co. MIAMI, FL — May 2026 — As Formula 1 descends on Miami, a select group of the world’s most influential figures will gather for one of the weekend’s most coveted off-track experiences: the Places & Co. x FlyHouse Annual Yacht Experience. Hosted on Sunday, May 3, this invitation-only affair […]
Latest Stories
Trending Articles
Related Articles
Haute Leaders Gather for an Elevated Evening at Pagani Residences Miami
On the evening of Wednesday, April 29, Haute Living convened its most distinguished circle for an exclusive Haute Leaders cocktail experience at the Pagani Residences Miami Sales Gallery in North Bay Village. The intimate gathering brought together a curated cross-section of the city’s most influential minds — leading attorneys, top physicians, and luxury realtors — […]
Chivas Regal and Global Brand Ambassador Charles Leclerc Introduce a 16-Year-Old Whisky That Redefines Modern Mastery
Charles Leclerc and Chivas Regal unveil a bold 16-year-old limited whisky blending racing ambition with Scotch mastery.
Screen Fatigue is Rising, and Families Are Reconnecting Outdoors
Byline: Lyssanoel Frater Families are rethinking connection in a digital-first world and are unplugging. A familiar scenario plays out every day in homes where everyone is on their devices, their attention riveted to their screens, and oblivious to what their family members are doing. Though the family members may be connected to the digital world, […]
Haute Living Executive Q&A – Arun ‘A.G.’ Ganguly on Modern Investment Strategies
HL As a family office advisor, how are ultra-high-net-worth individuals rethinking portfolio allocation in today’s volatile macro environment, particularly across private equity, real assets, and alternative investments? AG — The 60/40 has been dead for some time — most allocators are simply slow to admit it. What I see across the principals we work with […]
How AI Is Reshaping Private Fleet Management and Insurance
Managing a curated collection of classic cars or a fleet of executive transports has always been part art, part science. It takes passion, foresight, and serious attention to detail. But that equation is shifting fast, thanks to artificial intelligence. AI is redefining how risk, liability, and bespoke insurance work for high-value fleets. For any discerning […]
Inside Miami Race Week’s Most Exclusive Invitation: The Places & Co. x FlyHouse Annual Yacht Experience
Image courtesy of Places & Co. MIAMI, FL — May 2026 — As Formula 1 descends on Miami, a select group of the world’s most influential figures will gather for one of the weekend’s most coveted off-track experiences: the Places & Co. x FlyHouse Annual Yacht Experience. Hosted on Sunday, May 3, this invitation-only affair […]
Subscribe to Haute Living
Receive Our Magazine Directly at Your Doorstep
Embark on a journey of luxury and elegance with Haute Living magazine. Subscribe now and have every issue conveniently delivered to your home. Experience the pinnacle of lifestyle, culture, and sophistication through our pages.
Haute Black Membership
Your Gateway to Extraordinary Experiences
Join Haute Black and unlock access to the world's most prestigious luxury events