Tailoring, storytelling, and retail theater converge in a limited-edition collaboration tied to Now You See Me: Now You Don’t.
Key Takeaways:
- Reflects BOSS’s ongoing alignment with cinematic storytelling and lifestyle branding
- BOSS debuts a capsule collection inspired by Now You See Me: Now You Don’t
- Interactive e-commerce lets shoppers browse looks by character or scene
- U.S. retail activations include magicians, gifts, and immersive experiences
BOSS is turning its spotlight toward Hollywood in a new collaboration with Lionsgate, timed to the November 14 release of Now You See Me: Now You Don’t, the latest installment in the globally popular illusionist franchise. The partnership introduces a limited-edition capsule collection that draws from the film’s sleek aesthetic and underlying themes of illusion, power, and precision.
Dubbed BOSS x Now You See Me: Now You Don’t, the collection launches online and in select global stores with a focus on sharp tailoring, dramatic outerwear, and cinematic accessories. Designed to echo the magnetism and mystique of the film’s central magicians, the pieces walk the line between elevated formalwear and stage-ready flair. The digital campaign includes an interactive twist—letting users “shop by scene” or “shop by character”—aligning product discovery with storytelling moments from the film.
Retail activations will unfold across major U.S. markets, transforming stores in New York, Los Angeles, Chicago, Miami, and Las Vegas into branded experiences built around the film’s themes of illusion and control. Select locations will go further with live magician performances, personalized color-analysis sessions, and exclusive gifts like branded playing cards and popcorn.
For BOSS, the project builds on its current push into culturally driven capsules that merge fashion with entertainment and live experience. The film tie-in complements the brand’s broader strategy of aligning with talent and narratives that reflect its signature blend of self-confidence, style, and contemporary edge.