BOSS has officially inaugurated its first China halo store at Shanghai’s prestigious Jing’an Kerry Centre, marking the occasion with a week of dynamic events ahead of the 2025 FORMULA 1® HEINEKEN CHINESE GRAND PRIX™.
The celebrations commenced on March 19, when Aston Martin Aramco Formula One™ Team drivers and BOSS brand ambassadors, Lance Stroll and Fernando Alonso, joined an exclusive gathering of 80 VIPs, celebrities, media representatives, and content creators. A striking 18-meter-high storefront, featuring a Shanghai International Circuit-inspired design of the Chinese character “?” (“shang”), symbolized the brand’s alignment with the themes of rising ambition and optimism.
Inside the store, guests were welcomed by a replica Aston Martin Aramco Formula One™ Team car, adding a thrilling motorsport ambiance. Racing enthusiasts tested their driving skills on a hyper-realistic racing simulator, which will remain in-store throughout the Chinese Grand Prix. The excitement continued with the highly anticipated reveal of Fernando Alonso’s new BOSS-designed helmet livery, set to debut during the Chinese Grand Prix. The helmet’s brush-stroke motif pays homage to traditional Chinese calligraphy, adding an artistic flair to the high-performance sport.
BOSS also unveiled its exclusive BOSS x Aston Martin Spring/Summer 2025 Menswear capsule, showcased prominently at the store’s entrance. This collection blends luxury with high-performance design, featuring lightweight premium fabrics and advanced materials that ensure refined elegance and effortless comfort. Inspired by warm-weather getaways, the collection embodies sophistication in motion.
The in-store BOSS CAFÉ—an innovative first for BOSS in China—offered molecular cuisine-inspired canapés and expertly crafted drinks to satisfy guests’ appetites. Later in the evening, select VIPs transitioned to The Peninsula Hotel’s rooftop Palace Suite and Terrace for an opulent afterparty. The event kicked off with an awe-inspiring BOSS-themed light show over the Shanghai skyline, followed by an electrifying live performance by Rikimaru Chikada, DJ sets, and a curated selection of fine beverages.
The BOSS x Aston Martin Spring/Summer 2025 capsule campaign, starring Alonso and Stroll alongside an Aston Martin Vantage, highlights the collection’s sleek, high-performance aesthetics. Captured in an intimate style, the campaign emphasizes the dynamic synergy between luxury fashion and the world of motorsport.
Now available on boss.com, at BOSS stores worldwide, and through select BOSS wholesalers, the BOSS x Aston Martin Spring/Summer 2025 collection offers a refined blend of performance-oriented, travel-ready pieces. Featuring tailored suits, elegant outerwear, and versatile casualwear in premium fabrics, the collection introduces vibrant new colorways, including Tibetan Red, alongside signature Aston Martin-inspired details such as carbon fiber-effect trims and gold-toned accents. The range is completed by must-have accessories, including suede sneakers and caps adorned with the iconic Aston Martin wing logo.
This landmark Shanghai opening reinforces BOSS’s presence in China while strengthening its ongoing partnership with Aston Martin Aramco Formula One™ Team. With an unwavering commitment to innovation, performance, and luxury, BOSS continues to push boundaries, ensuring that style and speed remain seamlessly intertwined.
