Hugo Boss Brand
Shaping The Future Of Art: Meriem Bennani Wins BOSS Award
Luxferity, 09.12.2025
In a dazzling celebration of creativity, BOSS, the iconic label of HUGO BOSS, unveiled the first‑ever BOSS Award for Outstanding Achievement at the inaugural ceremony of the Art Basel Awards in Miami Beach — presenting the accolade to celebrated multimedia artist Meriem Bennani.
“Art has been an integral part of our DNA for over 30 years … We are proud to present the inaugural BOSS AWARD … to a remarkable first winner, Meriem Bennani.” — Daniel Grieder, CEO of HUGO BOSS
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Born in Morocco and based in New York, Bennani is celebrated for her bold fusion of video, sound, animation, sculpture and large‑scale installations, weaving humour, digital language and pop‑cultural aesthetics into immersive works that provoke, delight, and linger. This recognition from a brand rooted in sartorial heritage marks a striking moment — at the intersection of fashion, luxury, and contemporary art.
A Reward Beyond Prestige — $100,000 For Art & Community
The BOSS Award carries a US$100,000 prize, structured to empower Bennani’s artistic vision and societal impact: half is earmarked for a community or cause of her choice, the other half for a collaborative cultural project with BOSS.
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“I am deeply honored … this recognition inspires me to continue creating works that challenge perspectives and celebrate the beauty of collective experiences.” — Meriem Bennani
In doing so, BOSS positions itself not merely as a patron, but as a catalyst — enabling new artistic voices to rise beyond the traditional confines of the art world.
Art Basel Awards — A New Pillar For Contemporary Art
Launched in February 2025, the Art Basel Awards represent a pioneering global honour system for the contemporary art community. This year’s edition recognized 36 Medallists across nine categories, including artists, curators, institutions, patrons, media and storytellers. From them, 11 Gold Awardees and the singular BOSS Award winner were selected.
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BOSS’s involvement as Presenting Partner signals a larger movement: luxury houses are increasingly bridging art and fashion, redefining luxury not merely as material exclusivity — but as cultural influence. This shift mirrors what we have seen at the intersection of art and luxury in other corners of the scene, as featured on Luxferity before. For instance, in our recent coverage “Repossi x Sterling Ruby Brooch: Sculptural Luxury Jewelry Meets Art” we explored how high jewelry becomes a medium for avant‑garde creativity and collectible artistry.
Similarly, our feature “Magma No. 3: Archive of the Future — A Luxurious Odyssey in Contemporary Art” underscored how art publications themselves are evolving into collectible, cultural artifacts — blending heritage, craftsmanship, and forward‑looking vision.
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Through such examples, the merging of artistry and luxury lifestyle is established as a long‑term trend — one that the BOSS Award now crystallizes through institutional recognition and financial support.
1995–2025 — 30 Years of Artistic Patronage Highlighted in Immersive Retrospective
A highlight of the awards night was the immersive installation and runway‑style presentation titled “1995–2025: 30 Years of Arts Sponsorship”, chronicling BOSS’s long‑standing engagement with contemporary art. Among the milestones revisited: the iconic “Paper Suit” by artist James Rosenquist (1998), the long-running HUGO BOSS Prize in collaboration with the Solomon R. Guggenheim Foundation and Museum, and the Asia‑focused initiatives such as the BOSS ASIA ART Award in partnership with the Rockbund Art Museum in Shanghai.
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This retrospective stands as a testament: BOSS has not just dabbled in cultural patronage — it has invested decades in shaping the dialogue between luxury fashion and contemporary art.
What This Means for the Future of Luxury Art
The awarding of the BOSS Award to an artist like Meriem Bennani signals a shift: luxury is no longer limited to couture, accessories, or real estate. In 2025, the definition of prestige includes cultural resonance, innovation, and social relevance.
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For discerning collectors, patrons, and connoisseurs, this marks an opportunity: to engage with art that reflects global dynamics, digital‑born creativity, and emerging voices. The Art Basel Awards create a new ecosystem of value — where bold artistic expression, institutional support, and luxury branding converge.
As BOSS continues to champion such voices, the boundaries between runway, gallery, and cultural platform blur — offering new contexts in which art, fashion, and identity intersect.
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In this sense, Meriem Bennani’s win is more than an award — it’s a statement: the future of art is immersive, inclusive, and unapologetically luxurious.
Conclusion — A New Chapter Begins
With the first BOSS Award presented at Art Basel Miami Beach, we stand at the threshold of a new era. One where luxury brands become stewards of culture, amplifiers of voices, and architects of dialogue — using resources, heritage, and global reach to shape the future of art.
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For readers of Luxferity, it’s a call to attention: that art, like a bespoke suit or a handcrafted watch, carries weight, meaning, and long‑term value. As the cultural landscape evolves, so too must our definition of luxury — and with voices like Meriem Bennani’s leading the way, the future looks decidedly luminous.
