BOSS has the key to viral success. Back in October, Hypebeast spoke to the House’s new Creative Director, Marco Falcioni, and its SVP of Global Marketing and Brand Communications, Miah Sullivan, to find out how it has harnessed TikTok, supermodels, and influencers to bolster the brand in a world run by what Gen-Z says, and last night BOSS doubled-down on this with a Spring/Summer 2023 runway show in Miami.

How? By opening with the legendary Pamela Anderson, and closing with DJ Khaled and Naomi Campbell. Quite the viral moment, we think. Add in Law Roach (who recently announced his “retirement” from the styling scene to seemingly model for BOSS), as well as RuPaul’s Drag Race superstars Violet Chachki and GottmikIndya MoorePrecious LeeCandice SwanepoelAmber Valletta, Anderson’s son Brandon Thomas Lee, and you’ve got yourself a show of monumental shareable proportions. But for BOSS, it’s much deeper than grabbing a headline.

BOSS made its name in the tailoring game, and SS23 shows that it doesn’t just know how to make a great suit, but that it also knows it can suit and boot anyone and everyone, of any size, gender, race, class, age, or sexual orientation.

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