Warmth, style and fantasy. That is what Boss wants to offer consumers ahead of the festive season through the capsule collection created together with the Steiff plush brand. The garments and accessories, which combine sophistication and tenderness, star in the fashion brand’s Christmas advertisement
The union of the two brands, both of German origin, materializes in a selection of items for men, women and children, made with soft materials in warm cream and brown tones inspired by the color and texture of teddy bears. It consists of coats, sweatshirts, hats, mittens, t-shirts or socks, and also bags and footwear. All products seek to provide a feeling of comfort and luxury for winter and the holidays.
In addition to the garments, the collection also includes different versions of the iconic Steiff teddy bear: one in cream, one in brown and one in black for members of the Boss loyalty program. Likewise, two teddy bear pendant versions have been created, which serve as key chains or to hang on bags.
The collection is the protagonist of Boss’s Christmas advertisement, worked together with the agency Team Laird and starring rapper Khalid, content creator Khaby Lame and model Amelia Gray. Guided by a verse narrative that explores the magic of Christmas, the spot presents, almost in contrast, a golden universe in which the protagonists enter a vault to discover the products in the collection.
“Boss and Steiff share a deep commitment to exceptional craftsmanship and quality, making this alliance the ideal union.“; commented Marco Falcioni, Creative Director of Hugo Boss, in a statement. “The collection fuses Boss’ signature sophistication with Steiff’s playful, welcoming aesthetic, captivating fans of both brands and bringing joy to the holidays.”.
In addition to the Christmas announcement, Boss has focused on social networks to publicize the collection. As they explain, it has partnered with Meta, the production company Right Agency and generative artificial intelligence artists Humainmade and Denis Larzilliere to create 22 pieces of exclusive video and image content. These feature reimagined versions of the teddy bears that come to life in various festive scenes.
On the other hand, on Snapchat users will be able to find interactive filters of the iconic teddy bears to interact with the campaign. Additionally, the collection will feature branded Bitmoji on the platform, allowing users to personalize their avatars with key pieces from the collection and share their looks with friends.
