To celebrate the upcoming Lunar New Year, BOSS has collaborated with renowned novelist and calligrapher Feng Tang on a dragon-themed capsule collection that draws inspiration from traditional Chinese calligraphy. Rooted in the symbolic power and wisdom of the dragon, this collection embodies the essence of belief and courage, heralding the new year with anticipation and dreams.
In his collaboration with BOSS, Feng Tang takes cues from Chinese characters and traditional patterns, crafting a modern and minimalist calligraphy style that showcases the dragon character as the hero motif of the collection. The fusion of the pattern featuring twin dragons traversing through jade discs and the BOSS logo creates a magnificent spectacle, complemented by Feng Tang’s handwritten excerpts from the poem “Luoshen Fu (The Ode to the Goddess of the Luo River)” and additional calligraphy pieces.
These exclusive pieces for the Year of the Dragon embrace classic red and black tones with milky white accents. The collection features a range of men’s items, from classic collegiate-style baseball jackets and casual sweatshirts to knitwear pieces and T-shirts. Giant calligraphy patterns adorn knit sweaters, adding a comfortable and stylish touch to new year styling. Sweatshirts showcase the twin dragons traversing through jade discs, with exquisite embroidery around the BOSS logo.
Singer and actor Leo Chen takes the spotlight as the face of the captivating BOSS Lunar New Year campaign. Born in the Year of the Dragon, young musician Leo has earned widespread attention for his dedication and passion for music, making him an emblematic figure for the new generation.
Under the creative direction of Trey Laird and his agency, Team Laird, the campaign turns imaginative concepts into reality. Dragon shadows gracefully move through Chinese screens, with Leo in BOSS-crafted festival looks interacting with mythical creatures. The flying dragons dance between heaven and earth, symbolizing the auspicious expectations for the new year. Emerging Chinese photographer Ma Hailun captures the essence in the stills, portraying Leo with unprecedented confidence in styles from the BOSS Lunar New Year capsule.
The BOSS Lunar New Year Capsule will be available in selected BOSS stores globally and on boss.com starting today, January 4, 2024.
In the Philippines, BOSS is exclusively distributed by Stores Specialists, Inc., and is located at Greenbelt 5, Newport Mall, Power Plant Mall, Rustan’s Makati, Shangri-La Plaza East Wing, and online at Trunc.ph, Rustans.com, Zalora. Visit www.ssilife.com.ph, subscribe to our SSI LIFE YouTube channel, and follow
