20/20: What do you hope to gain from the women’s launch of the BOSS collection in the North America market?
Vladimiro Baldin: We are excited to gain a new female following for the BOSS Eyewear collection amongst our 3O customers, as well as the end consumer. Women who appreciate and/or already wear the BOSS women’s fashion line will now have access to this distinctive and elevated women’s eyewear collection that was previously available only outside of North America. Designed for those who lead a self-determined life with style, passion and purpose, the collection offers bold, dynamic, modern designs to form a complete look for the inspirational BOSS woman of today. American supermodel Gigi Hadid and British supermodel Naomi Campbell, who star in the collection’s spring/summer 2023 campaign, personify the BOSS brand essence perfectly.
Can you further explain how the brand’s DNA and design details can be seen throughout the eyewear collection?
The BOSS Eyewear collection for women is divided into two distinct product clusters: Distinctive Codes and Light and Minimal. The “Distinctive Codes” cluster in particular is designed with a fashion-forward aesthetic indicative of the fashion house’s refreshed approach. It is characterized by bold volumes and the use of iconic brand details. One, above all, is the signature BOSS element introduced in S/S ’23—a metal detail on the front and endpiece recalling the iconic BOSS stripe. Brand details are also to be recognized in the sophisticated color treatments, ranging from iconic patterns to shades of camel. The “Light and Minimal” eyewear cluster features lightness as the distinctive element; the use of stainless steel, titanium and high-density acetate guarantee lightweight styles, embellished with the iconic BOSS stripe detail as the fil-rouge of the collection. The result is sophisticated and contemporary optical frames and sunglasses for the BOSS women of today.
How does Safilo’s commitment to sustainability come into play in this new collection?
Safilo’s purpose-led strategy is based on three sustainability pillars: planet, product and people, and it represents the Group’s commitment to developing projects and initiatives that address the global challenges of tomorrow. A sustainable business for us not only creates high-quality products, but also delivers value that lasts over time and at the same time contributes to protect the planet’s resources.
As members of The Fashion Pact, we are committed to a common core of key environmental goals in three areas: stopping global warming, restoring biodiversity and protecting the oceans. We are proud to invest in innovation to continually ensure the greatest quality while at the same time and at each production stage, work with many of our brands, like BOSS, to offer products that are designed with the planet in mind. The BOSS collection offers optical frames and sunglasses for both men and now also for women, developed in Acetate Renew, an eco-friendly material, featuring lenses made from bio-based or recycled materials.
