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BOSS is thrilled to announce a long-term partnership with two-time Formula 1TM World Champion Fernando Alonso. As part of this latest collaboration, BOSS will dress Alonso at official events off the racetrack, including all major red-carpet moments and interviews. Moreover, Alonso will support BOSS in a spate of ongoing promotional activities, brand events, social media campaigns, and more. The announcement is a strategic and logical move, given that BOSS has been the Official Fashion Partner of the wider Aston Martin Aramco Cognizant Formula One™ Team (AMF1) since June 2022, developing looks, formal apparel, and high-performance team and travel wear for its roster of drivers.

“I’ve long been a fan of BOSS and I’m thrilled to take on this new role as an ambassador within the larger scope of their sponsorship of the Aston Martin F1 TM Team. I look forward to working closely with the brand and representing what it means to be a true BOSS – both on and off the racetrack,” says Fernando Alonso.

The news of his brand ambassadorship comes on the heels of his incredible performance over the course of the current racing season. The announcement was celebrated at a BOSS party held on Thursday, July 20, in Budapest, neatly capturing the #RaceLikeABOSS spirit. BOSS hosted 300 guests at this this key social event in the heart of the city in collaboration with Roland Fashion & LA Fashion Management. The party took place at a stunning location on the banks of the Danube River, where Budapest's top personalities gathered to celebrate in true BOSS style while taking in the view of the breathtaking cityscape.

The evening kicked off with soothing instrumental music that later transformed into a full-blown party, courtesy of the internationally acclaimed DJ Julia Bossque. Her pulsating beats kept the rhythm of the night going, setting the tone for an unforgettable party experience.

Over 40 celebrities and influencers, such as Tímea Gelencsér, Henry Kettner, Fruzsi Viszkok, Odett Kármán, and Norbi Kamarás, added to the grandeur of the event, all elegantly dressed in BOSS. The guest list comprised distinguished personalities from Budapest, creating a captivating mix of local and international attendees, further enhancing the glamorous atmosphere.

Press, media, and VIP clients from across the world were also present, highlighting the significance of this unique event put together by BOSS and Roland Fashion & LA Fashion Management.


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