Fashion brand Hugo BOSS has announced a long-term partnership with two-time Formula 1 world champion Fernando Alonso.
As part of this latest collaboration, BOSS will dress Alonso at official events off the racetrack, including all major red-carpet moments and interviews. Moreover, Alonso will support BOSS in a spate of ongoing promotional activities, brand events, social media campaigns, and more.
The announcement is a strategic and logical move, given that BOSS has been the Official Fashion Partner of the wider Aston Martin Aramco Cognizant Formula One™ Team (AMF1) since June 2022, developing looks, formal apparel, and high-performance team and travel wear for its roster of drivers.
“Fernando Alonso is an icon on the racetrack and a great personality. I’m beyond excited that he’ll be one of our brand ambassadors over the coming years. Fernando neatly embodies what it means to be BOSS today: he has a strong sense of will, makes the right decisions, and inspires people all around the world. He’s a perfect fit for BOSS with his spirit and his attitude. He’s been pursuing his passion for racing since he was a child and has been celebrating success in motorsports for over 20 years now. Fernando is living proof that BOSSes aren’t born – they’re made,” says Daniel Grieder, CEO of HUGO BOSS.
The announcement was celebrated at a BOSS party held on Thursday in Budapest, neatly capturing the #RaceLikeABOSS spirit. BOSS hosted 300 guests at this this key social event in the heart of the city in collaboration with Roland Fashion & LA Fashion Management. The party took place at a stunning location on the banks of the Danube River, where Budapest’s top personalities gathered to celebrate in true BOSS style while taking in the view of the breathtaking cityscape.
