BOSS enters the holiday season with a new collaboration that pairs the brand’s refined wardrobe essentials with the familiar softness of Steiff teddy bears. The capsule introduces apparel, accessories, footwear, and three collectible bears, uniting fashion and toy design under a single winter theme. Both brands share German roots and long histories in craftsmanship, which set the tone for the project.
HOLIDAY SEASON
The ready-to-wear selection covers men’s, women’s, and kids’ pieces in warm tones of cream and brown, with fabrics chosen for comfort and texture. Teddy-style coats, jackets, hoodies, hats, mittens, shirts, sweatshirts, T-shirts, and socks carry plush finishes or soft pile surfaces reminiscent of Steiff fur. BOSS accessories receive the same treatment, as the Ariell bag, Gary sneakers, and other staple items appear with new trims and fabrics to align with the capsule’s cozy direction.
Steiff contributes three official teddy bears to the release. The lineup includes a cream plush version, a brown mohair collectors’ bear, and a black mohair edition available only to HUGO BOSS XP members. Two small bear charms, one in brown and one in black, act as keyrings or bag clips and function as entry-level collectible pieces.
Creative Director Marco Falcioni describes the partnership as a match driven by shared standards for product quality, while Steiff CEO Frank Rheinboldt points to the company’s long tradition of detailed plush design. Both leaders frame the capsule as a seasonal project meant to deliver playful comfort through clothing and collectibles.
The Holiday 2025 campaign places the capsule in a gift-oriented setting. TikTok creator Khaby Lame and model Amelia Gray lead the imagery under the direction of Trey Laird and Team Laird, with singer-songwriter Khalid providing narration for the main campaign film. The visuals show the two talents moving through a festive environment filled with wrapped gifts and plush accessories from the release.
BOSS expands the campaign through digital activations developed with Meta, the production company Right Agency, and generative-AI artists Humainmade and Denis Larzilliere. The group created 22 short-form AI videos and images that feature reimagined Steiff bears for Reels. On Snapchat, users can interact with an AR lens based on the teddy characters, while a Bitmoji drop introduces BOSS x Steiff outfits for avatar styling, marking the first time BOSS has appeared on Bitmoji.
Select BOSS stores and seasonal pop-up locations will feature large-scale visual merchandising installations centered on the bears, creating a physical extension of the capsule.
The full collection will release on boss.com, steiff.com, and at chosen BOSS retail locations worldwide for the holiday period.
