BOSS has released a bold teaser for its upcoming Spring Summer 2026 show, set to take place on September 25 at 11:30am at Fonderia Macchi in Milan. Presented under the theme BOSS Paradox, the collection will explore functionality, simplicity, and precision through innovative statements of contemporary design. Both menswear and womenswear will be showcased, with looks designed to celebrate the brand’s versatility and the diversity of contributors who shape its identity.
At the core of the BOSS Paradox lies a dialogue of extremes. Seemingly opposing narratives are brought together into balance, crafting a visual story that thrives on tension between order and disorder. This idea of duality will be expressed both on the runway and through a series of artistic collaborations leading up to the show.
To build anticipation and create an immersive digital narrative, BOSS turned to a group of international artists working with AI-driven techniques. The brand continues to strengthen its ties with the art world, here commissioning four creators from different disciplines to interpret the paradoxical theme through their own distinct lens.
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French creative director Sybille de Saint Louvent, Argentinian designer Andrés Reisinger, Armenian artist Joann, and Kalmyk-American poet and AI researcher Sasha Stiles each contributed a unique perspective. Their works span fashion, architecture, imagination, and poetry, collectively forming a multi-sensory prelude to the show. From chromatic reinterpretations of the necktie, to Milan-inspired architecture draped in digital textiles, to fantastical pretzel sculptures, their contributions channel the energy of the BOSS Paradox. Stiles’s audio-visual work adds a poetic layer, weaving words into movement and sound.
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This collaboration signals the brand’s embrace of AI as a frontier of creativity, not as a replacement for human vision but as a tool to expand it. By tapping into these varied voices, BOSS presents a digital exploration that mirrors the runway theme, extremes coexisting, contradictions transforming into new forms of expression.
