Inside the Cockpit with BOSS and Aston Martin
by Adriano Batista

BOSS, in collaboration with the Aston Martin Aramco Formula One Team, is offering a new way to experience racing. Using Apple Vision Pro technology, they have created an immersive experience designed to place fans directly into the heart of the action.
This is not about watching a race from the stands. It is a multi-stage journey inside a high-intensity virtual environment. Led by team drivers and BOSS ambassadors Fernando Alonso and Lance Stroll, participants are challenged to think like a driver. The experience includes precise visual tests and 3D puzzles based on race strategy, demanding concentration and quick reflexes. It builds to a final test lap, where users are surrounded by the sound of the Aston Martin AMR25 car. The goal is to make you feel as if you are in the cockpit.
A BOSS executive explained that Formula 1 is a world of speed and pressure that few get to know firsthand. This project aims to break down that barrier, transporting people into what they call a “BOSS mindset.”

The experience will debut on October 2nd in special installations at selected BOSS stores in seven cities, including Barcelona, London, Paris, and Singapore. Its launch just before the Singapore Grand Prix will connect the virtual event to a major real-world race.

A representative for the Aston Martin team noted that very few fans ever attend a race in person. This initiative uses immersive storytelling to change that, allowing a global audience to feel the sport directly. It is an attempt to redefine the meeting point of premium fashion, luxury retail, sport, and technology, creating a new kind of unforgettable moment.
PUMA x Ahluwalia
Backstage with HOLD NYC’s Hustlers
We talked with HOLD NYC about how Hustlers redefines what it means to dress and to hustle today.
BOSS, in collaboration with the Aston Martin Aramco Formula One Team, is offering a new way to experience racing.
For her first-ever trainer collaboration, London-based designer Priya Ahluwalia has partnered with PUMA to reconsider the iconic Suede.
Photographer Angelo Pennetta captured DiMarco in the streets and small shops of the 11th arrondissement.
Artist Josué Thomas presents a photographic project titled I ♥ Paris (quand ce n’est pas la fashion week). It is a meditation on the city, focusing on the life that exists beyond its most famous events.
Guided by designer Daisuke Obana’s philosophy of deconstruction and reassembly, the capsule collection filters Baracuta’s British heritage through a minimalist and detail-oriented lens.
Kyle Ponte captured by the lens of Dylan Perlot and styled by Dina Vibes, in exclusive for Fucking Young! Online.
“Paul Smith Loves Barbour” offers twenty-three reimagined classics. It includes iconic coats, knitwear, and accessories.
The fashion label grounds presented its SS26 collection in a raw, brutalist parking garage during Paris Fashion Week. The setting set the tone for what was inside.
The act of getting dressed is a personal audition for the day ahead. We create a silhouette and try on different versions of ourselves until the look fits the part we want to play.
Luxury house TOM FORD, creatively directed by Haider Ackermann, presented its Spring/Summer 2026 collection at Paris Fashion Week.
For its Spring/Summer 2026 collection, Casablanca finds its rhythm in house music.
Eli Tuia, Santan and Tyler Matthews at People Agency shot by Abhishek Gambhir and styled by Coco Poco Loco, in exclusive for Fucking Young! Online.
Magma’s third edition is called “Archive of the Future.” It brings together twenty-five artists, writers, and composers.
For its ninth collection, Fear of God looks to baseball. This is not just a theme, but a core part of the brand’s vision.
For its Spring/Summer 2026 collection, KSENIASCHNAIDER makes its London Fashion Week debut.
Hugo Gonzalez, Sebastián Terranova, Miquel Villena and Nil Frago shot by Carlos Venegas and styled by Magda Rodriguez, in exclusive for Fucking Young! Online.
This season, Mr P. is telling a story with dogs. Their new campaign, “Man’s Best Friend,” focuses on four creative men and their pets.
Camper has reopened its main store in Barcelona. Located in the Eixample district, the space was redesigned by local designer Max Enrich.
BERSHKA and RAL7000Studio have released the second part of their collaborative project, OUT OF CORE.
The Julian Zigerli and Soeder collaboration returns with a set of two bar soaps.
The tasteful experimentation of the whole collection leaves no reason to look away.
On a rainy Friday afternoon in Milan, as Fashion Week unfolded with its familiar rhythm, SUNNEI once again proved that its vision operates on a different plane.
Filson, known for its waxed canvas and wool, and Wrangler, rooted in the legacy of Western denim, have created a ten-piece capsule collection
From September 29th to October 6th, the venue FVTVR presents a series of events that mix music, fashion, and performance.
The Spanish footwear label — known for its timeless sneakers and its cult following across generations — officially landed in Barcelona with the opening of its very first flagship store.
Humble, curious, and quietly determined, Hugo Diego Garcia is carving out his own space in cinema, one bold and unexpected move at a time.
Carhartt WIP has collaborated with Solovair to create three exclusive leather styles.
Daniel Simmons presents a Fall/Winter 2025 collection where heritage workwear meets modern refinement.
Misci’s Summer 2026 campaign is a question brought to life. The brand continues to explore a compelling idea: who would Tieta, the iconic character from Jorge Amado’s work, be today?