The winter wonderland of the Austrian Alps is a beguiling haven for mountain enthusiasts. The mystique of Kitzbühel brings to mind the FIS World Cup Hahnenkamm Races. Navigating its unforgiving steep and serpentine slopes, blind drops, and daredevil jumps, skiers are propelled down its Streif at speeds of 140 kilometres an hour. The severe terrain makes this a harrowing experience for professional skiers. No wonder the week-long event claims the title for alpine winter sports while merging a rare blend of adrenaline-fuelled devoted followers and a jet-set clique sporting alpine high fashion.
During the energetic vibe at Hahnenkamm this year, Boss released Boss x Perfect Moment, an eye-catching capsule collection of on- and off-piste styles. The 23 pieces—down jackets, ski jackets, ski pants, full ski suits, bib and braces, knitwear, base layers, and accessories—make a noteworthy style statement. The Boss colours of black, white, and camel along with Perfect Moment’s vermillion-red tone and a shade of cream make up the colour palette of the collection.
While Perfect Moment feels decidedly of the moment, the brand was founded in 1984 in the mountains of Chamonix, France. At the time, extreme sports documentary-maker Thierry Donard was designing apparel that combined high performance and high style for the expert freeride skiers and surfers filmed by his production company. The name Perfect Moment refers to the pursuit of the “perfect moment” sought by all athletes. Fast forward to today, and the original mission remains: to create stylish, funky, ski and surf gear for snow and beach lovers. Jane Gottschalk, the co-founder and creative director, continues to deliver on the distinctly retro sensibility with slim silhouettes while applying ready-to-wear themes and inspirations to the designs.
The recently appointed CEO of Boss, Daniel Grieder (whose previous long-standing post was with Tommy Hilfiger), is an avid skier and perhaps the impetus for the much-favoured Boss x Perfect Moment collaboration. “Boss has a remarkable history with sports sponsorship, and this marked a new chapter in our partnership with Hahnenkamm Races and the ideal setting to showcase our Boss x Perfect Moment collection on one of the world’s most legendary slopes,” Grieder commented, outfitted in pieces from the collection throughout the week.
The vibe was spirited at the Boss chalet at Ganslern Alm overlooking the Strief during Hahnenkamm week, and the executives, fans, and invited guests were in full-on Boss x Perfect Moment gear. So too, Marco Falcioni, creative director of Boss and Hugo, who wore a head-to-toe monogram pattern incorporating Boss’s “B” logo superimposed with Perfect Moment’s North Star graphic. “When we started working on this collaboration, we looked for inspiration in the Boss and Perfect Moment codes respectively,” Falcioni explained. “We wanted to combine the eye-catching design of Perfect Moment collections for skiing and après-ski with the aesthetic of Boss athleisure and casual wear.”
The setting could not have been more picture perfect: blankets of snow, a Boss hot-air balloon stationed in the distance, propped Boss skis, fire pits, a decked-out branded Boss chalet including framed ski resort slogan turtlenecks with “BOSS” and “KITZBUHEL” as art on the walls, and plenty of beautiful people, including special friends of the brand like TikToker Khaby Lame, Instagrammer Naomi Watanabe, social media personality Nic Kaufmann, German national runner Alica Schmidt, and face of the campaign, Jordan Barrett, all on the dance floor in party form.
At the BeyondKitz hut, the pop-up at the base of Hahnenkamm, shopkeepers couldn’t keep the stock replenished, and the frenzy for the Boss x Perfect Moment capsule collection continued well past Hahnenkamm week. It recalled my experience during the much-anticipated tradition of settimana bianca (“white week”) in Italy, the annual pilgrimage to the mountains at the end of February, also known as ski chic week in the Dolomites. Whether on one of the lifts or schussing the 40 kilometres of the Sellaronda, having lunch on the terrace at Armentarola, enjoying après at the famed Club Moritzino, or walking the streets of Cortina, my Boss x Perfect Moment apparel was a conversation starter.
It’s still winter. And in places like Whistler, Vail, and Aspen, March offers plenty of snow. Whether for free riders or first timers, the Boss x Perfect Moment capsule collection is, much like the slogan at Hahnenkamm, a ticket to “SKI LIKE A BOSS.”