BOSS has officially opened its first China halo store at Shanghai’s Jing’an Kerry Centre, marking the occasion with a spectacular week of high-profile events. Timed perfectly to build excitement ahead of the 2025 FORMULA 1® HEINEKEN CHINESE GRAND PRIX™, the celebrations brought together F1 stars, fashion icons, and VIP guests for an unforgettable launch.
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A grand opening with racing legends
On March 19, the red carpet turned black as Aston Martin Aramco Formula One™ Team drivers and BOSS brand ambassadors, Lance Stroll and Fernando Alonso, arrived to kick off the event. The store’s striking 18-meter-high façade, featuring a Shanghai International Circuit-inspired design with the Chinese character “上” (“shang”), set the tone for an evening of luxury and performance. With a meaning tied to “rise,” the symbol aligns perfectly with the spirit of BOSS and the dynamic energy of Formula 1.
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Inside, guests were treated to an immersive racing experience, with a hyper-realistic simulator allowing attendees to test their skills behind the wheel. As a highlight of the event, BOSS unveiled Alonso’s new helmet livery, designed specifically for the Chinese Grand Prix. The sleek design incorporated a brush-stroke motif inspired by the same “上” (“shang”) character, blending cultural heritage with cutting-edge sports aesthetics.
A showcase of luxury and performance
Attendees explored the latest BOSS x Aston Martin Spring/Summer 2025 Menswear capsule, a collection that exemplifies the fusion of high-performance fashion and sophisticated design. Inspired by luxurious summer getaways, the collection features lightweight premium fabrics and advanced materials that ensure both style and comfort on the move. The display at the front of the store gave guests an exclusive first look at the capsule, which continues to build on the successful partnership between BOSS and Aston Martin.
Culinary and nightlife indulgence
Beyond fashion and racing, the grand opening also introduced guests to the first-ever BOSS CAFÉ in China. Molecular cuisine-inspired canapés and curated drinks added to the luxury experience, blending innovation and taste. As the evening continued, a select group of VIPs headed to The Peninsula Hotel’s rooftop Palace Suite and Terrace for an exclusive afterparty. A dazzling BOSS x Aston Martin-themed light show set the stage for a night of music, showmanship bartending, and a high-energy DJ performance by Rikimaru Chikada—all against the backdrop of the Shanghai skyline.
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Where to find the new collection
The BOSS x Aston Martin Spring/Summer 2025 capsule is now available globally on boss.com, at BOSS stores, and through selected BOSS wholesalers. Captured in a campaign featuring Stroll and Alonso alongside an Aston Martin Vantage, the collection embodies the elegance and agility of both luxury fashion and elite motorsport.
