BOSS‘ Vice President of Creative Direction Marco Falcioni is quickly becoming synonymous with ground-breaking runways that keep viewers in awe. The brand closed out the third day of Milan Fashion Week with a technical showcase pulled from the future, opening its own artificial intelligence lab dubbed BOSS Techtopia.

BOSS Spring/Summer 2024 was staged inside Mico Milano’s revolving building, seeing Sophia the robot greet guests at the door dressed in a full BOSS look. The original robot citizen programmed by Hanson Robotics speaks to current technological standards. A second version sat at reception, while a third watched the runway front row. The teal-colored interior oozed with futurism, enhanced by square installations with real doctors and dinner guests that moved mechanically.

American model Gigi Hadid had all eyes on her, opening the show with a bang. She set the tone for what would come, wearing grey pinstriped suiting with rear zippers, a low-slung top, and a coordinating necktie. Advanced innovation quickly followed, seeing formal medics ruthlessly walk in oval-shaped knitwear, fur-trimmed overcoats, and pen-braced accessories for quick note-taking. Spruced women donned sleek hairstyles complemented by grey shirting with leather corsets and blue-tinted eyewear.

Inflated trench coats and tonal shirting are destined for elevated office meetings, grasping leather briefcases with cinematic flair. Cropped workwear jackets, khaki trousers, and shoulderless pullovers completed the futuristic offering, attended by global celebrities, including BOSS ambassadors Alica Schmidt, Khaby Lame, and Lee Minho.

Take a closer look at BOSS’ SS24 collection in the gallery above, and stay tuned for more Milan Fashion Week content Hypebeast.

Elsewhere, Sabato De Sarno made his grand debut at Gucci for SS24.
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