Celebrating the 2023 Canadian Grand Prix with BOSS
Ahead of last weekend’s Canadian Grand Prix, the Aston Martin Aramco Cognizant Formula One® Team announced a significant redesign. The single-seater racer they would be bringing to Montreal’s Circuit Gilles Villeneuve, the team reported, would feature more aggressive side pods and a deeper, wider top channel. Tweaked and tailored, this new look was to be the biggest shake-up of their season so far.
But the F1 team is accustomed to dashing new designs. For, since the 2023 season began in March, German fashion brand BOSS has been a proud sponsor of AMF1 — stylishly steering the drivers, pit crew and executives in a fresh, smarter direction. And, to mark this ongoing partnership in Montreal, BOSS got last weekend’s race celebrations underway with a lavish cocktail party in the Fairmont Queen Elizabeth Hotel’s elegant Nacarat Bar. And SHARP was honoured to be invited along.
Whether it was flutes of Veuve Clicquot champagne, chilled bottles of Peroni (Global Beer Partner of AMF1) or one of several choice cocktails, guests including figure skater Elladj Baldé and content creator Isabelle Allain enjoyed their Manhattans and Martinis alongside an equally well-mixed DJ set from Montreal’s own JoJo Flores.
Later on Friday evening — after a special appearance by F1 Team Test Driver Stoffel Vandoorne — Juno Award-winner Rêve delighted guests with a three-song medley, including gold-certified single “Ctrl + Alt + Del”. Sports presenter Laura Winter then took to the stage to speak to Aston Martin F1 Team Ambassador and former F1 driver, Pedro de la Rosa, who correctly predicted a podium finish for the team during the Canadian Grand Prix.
On race day itself — the high point of a weekend that saw a record-breaking 345,000 motorsport fans visit Notre Dame Island — guests watched from the Aston Martin F1 Team suite area of the VIP Paddock Club as Fernando Alonso held his second-place position for 70 hotly contested laps. The Spanish driver finished between Max Verstappen of Red Bull Racing, who took first place, and Mercedes’ Lewis Hamilton in third. Alonso’s AMF1 teammate, Lance Stroll, finished in 9th position.
A small group of guests were also invited to walk the pit lane. SHARP was among the lucky few admitted to the podium prize-giving ceremony, and even taken on a behind-the-scenes tour of the team’s pit-garage — where every member of the AMF1 kitted out in high-performance gear and garments designed by BOSS.
Canadian Grand Prix Race
Canadian Grand Prix Race
Canadian Grand Prix Race
Canadian Grand Prix Race
Canadian Grand Prix Race
Canadian Grand Prix Race
Canadian Grand Prix Race
Featuring signature styling, iconic branding, premium materials, streamlined shapes and sleek, minimal detailing, the range includes polo shirts, gilets and rain jackets — and vibrantly reimagines the classic sporting shade of ‘British Racing Green’ to ensure that AMF1 remains the trimmest team in this, or any pit lane around the world.
Canadian Grand Prix BOSS Party
Greg Ntore
Canadian Grand Prix BOSS Party
Pedro de la Rosa
Canadian Grand Prix BOSS Party
Briannah Donolo, professionally known as Rêve
Canadian Grand Prix BOSS Party
Naadei
Canadian Grand Prix BOSS Party
Stoffel Vandoorne
Canadian Grand Prix BOSS Party
Hans Koechling and Patrick Tremblay
Canadian Grand Prix BOSS Party
Valeria Maltais
Canadian Grand Prix BOSS Party
Laura Winter
Canadian Grand Prix BOSS Party
Noemie LaCerte
Canadian Grand Prix BOSS Party
Catherine St. Laurent
Canadian Grand Prix BOSS Party
Isabelle Allain
And, whilst the team’s next stop may be Austria (significantly closer to the Metzingen home of the BOSS brand), the Aston Martin F1 Team’s Official Fashion Partner continues to make an impact wherever it lands in the world. With other 400 stores worldwide, and hundreds of global brand ambassadors, the German brand continues to shape contemporary culture in this, and many more disciplines. Everything from film festivals to tennis championships benefit from BOSS support — but few of these thrills, surely, can measure up to a race-gripped weekend in Montreal. Until next year.
