Jean-Jacques Karam, with 42 years of experience in the universe of fashion in the French West Indies and French Guiana, holds the keys to the first BOSS boutique in Guadeloupe.
BOSS? Do you mean HUGO BOSS?
In a way yes… but the prestigious German brand has totally redefined itself since January 2022. As a result, HUGO and BOSS have developed two distinct identities. BOSS remains faithful to the contemporary elegance that the brand is known for, while evolving toward a more relaxed, casual aesthetic. HUGO, on the other hand, has opted for sportswear designed for a younger clientele.
By reevaluating the DNA of the brand, and putting a new look on various aspects of its visual identity, this ready-to-wear giant is looking ahead to staying more in touch with the times. To do so, BOSS has naturally surrounded itself by ambassadors with big personalities, who have a large presence on social media. These include the boxer Anthony Joshua, the rapper Future, as well as models Kendall Jenner and Hailey Bieber, who promote the assets of the brand using the hashtag #BeYourOwnBoss
Jean-Jacques Karam, an experienced player on the French West Indies-French Guiana fashion scene, was quickly seduced by this more modern approach. So, he decided to open the first official BOSS boutique in Guadeloupe, in the Dothémare/Providence commercial center, the new economic backbone of the island. To discover the latest limited-series collections, or the forever-fashionable basics of the brand, stop by the boutique in Les Abymes, opening in April 2023!
Auteur : Mathias Flodrops
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