Last week HUGO BOSS celebrated the opening of the new BOSS Store at the Victoria & Albert Waterfront, one of South Africa’s most exclusive shopping destinations. It is the first store in Cape Town which features the new refined interior concept already adopted by selected stores in other major global cities.


Some 400 guests from the world of fashion and music as well as press, film and television were invited to the opening event which started with an exclusive cocktail reception accompanied by a musical performance of Chad Saaiman. MCs Maps Maponyane and Melinda Bam led through the evening. Afterwards the guests were shuttled to an exclusive venue: The East City Studios, allowing for a breathtaking view over Cape Town. While listening to the tunes of DJ Kent from Cape Town and DJ Brendan Fallis from New York, the guests enjoyed the BOSS Boomerang Booth and freshly mixed cocktails in the colors of the BOSS Spring/Summer 2017 collection.


The modern 250-square-meter store features an extended floor layout providing a perfect showcase for the BOSS Mens- and Womenswear collections including ready-to-wear, shoes and accessories as well as a dedicated area for BOSS Men’s Sportswear and Men’s Formalwear.


Excerpt from the guest list – most dressed in BOSS

Brendan Fallis

Terry Pheto

Maps Maponyane

Melinda Bam

Nomzamo Mbhata

Trevor Stuurman

Sarah Langa

Cameron van der Burgh

Aqeelah Harron

Chad Saaiman

Danilo Aquisto

Sergio Ines


Thembi Seete

Leigh-Anne Williams


About the store concept

The clean, angular aesthetics of the BOSS Store provide the perfect backdrop for the brand’s collections. The interior design embraces harmony between lines, shapes and colors. Throughout the store, matte and fabric surfaces contrast with high-gloss and mirrored materials. The overall effect is of an elegant space with a classic yet airy, modern feel.

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