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BOSS has unveiled a teaser for its Spring/Summer 2026 collection under the theme Paradox, featuring Armenian AI artist Joann collaborating with international creatives to explore the concept of duality through digital art, architectural experiments, and visual installations. The result is a unique multimedia prologue ahead of the Milan Fashion Week show.

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The new BOSS SS26 collection, themed Paradox, promises a true dialogue of contrasts—combining order and chaos, functionality and creative freedom. As part of the pre-show experience, Joann created a digital interpretation of duality in collaboration with global artists.

Joann’s work fuses Milanese architectural motifs with digital textures and visual effects, crafting an interactive and multi-layered experience for the audience. Her creations seamlessly integrate into the overarching Paradox concept, where opposing ideas coexist to generate new forms of artistic expression.

The project also features contributions from French creative director Sybille de Saint Louvent, Argentine designer Andrés Reisinger, and Kalmyk-American poet and AI researcher Sasha Stiles. Together, they produced a multimedia prologue combining fashion, architecture, poetry, and digital art, highlighting the collection’s philosophy: contradictions become a source of inspiration.

Through this initiative, BOSS continues to push the boundaries of creativity, using artificial intelligence not as a replacement for human vision but as a tool to amplify it.

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