What It Takes To Be A Boss

The Korean rapper and singer-songwriter Seungcheol Coups or Scoups as his fans call him walked the runway for Boss in a striking charcoal-brown trench coat making his diehard fans go in a frenzy on social media. His appearance marked one of the night’s most buzzworthy moments, creating a ripple effect online.

Adding to the excitement, he was also spotted taking a selfie backstage with BOSS’s newly minted global ambassador, Ishaan Khatter, a moment that quickly made the rounds across fan accounts and fashion feeds alike.

But beyond the flashbulbs and online fan frenzy for SEVENTEEN's "scoups", Boss Creative Director Marco Falcioni revealed a Spring/Summer 2026 Ready-to-wear menswear collection that spoke about the "things hidden in plain view" at Fonderia Macchi in Milan.

Since taking the helm in 2022, Falcioni has refined the BOSS aesthetic into something sleeker, sharper, and deeply self-assured. So, it was obvious to expect a collection that encapsulates modern power dressing with effortless sophistication.

At the centre of the showcase were menswear (and womenswear) looks built with clean silhouettes, crisp tailoring, and super slick textures that hinted a little at the juxtapositions visibly in sight including undone ties or ones put around the neck with style pins, that go along with shirts layered together to create crisp detailing in the form of double collars.

Set against a backdrop of large windows with flowy metallic drapery around the runway, the collection was a reflective, metallic landscape reminiscent of crispy, chic, clean tailoring that mirrors the collection's material language. Suspended above the show space, a canopy of metallic fabric created a striking visual impact, its crumpled texture inspired by kami, the Japanese word for crumpled paper.

This sculptural installation added a sense of fluidity and movement from above, echoing the interplay of softness and structure below as models walked the runway. Masculinity met fluidity, and classic form met new-wave experimentation in a space designed to reflect both contradiction and cohesion.

At the heart of the BOSS Paradox was a conversation between extremes, where contrasting elements like order and disorder, structure and spontaneity, were brought into sharp yet harmonious focus. This duality formed the foundation of the collection’s narrative, unfolding not just on the runway but also through a series of artistic collaborations in the lead-up to the show.

To build anticipation and extend the story into the digital space, BOSS partnered with a group of international artists experimenting with AI-driven techniques. In line with the brand’s growing connection to the art world, four creatives from diverse disciplines were invited to interpret the paradoxical theme through their own unique lens—each piece offering a fresh perspective on the tension and balance that define the collection.

Suiting that is BOSS cornerstone- neutral tones, tailored cuts, and unfussy refinement, was given fresh life through proportion and texture, for instance, long-lined tailored suits made their way onto the runway with fine tailored jackets and double-breasted blazers that mirror the binaries that often go overlooked. The collection emphasised simplicity, precision and utility through a contrasting balance of functionality and expressive freedom, control and unpredictability.

Attended by David Beckham who shared the front row with Jana Ina, Global Ambassador Ishaan Khatter and HUGO BOSS CEO Daniel Grieder. Other popstars and celebrities who attended the Milan show were actress Meghann Fahy who has appeared on the popular Netflix show The White Lotus, Alex Scott and Jess Glynne and many of fashion's most powerful and global cultural influencers.

Moreover, the front row was just as curated as the runway, embodying Boss’s evolving identity: refined, relevant, and international. The presence of iconic faces on the runway the collection brought out the brand’s vision of contemporary masculinity that is elegant yet approachable, bold yet nuanced.