Alex Thomson and his Hugo Boss team are gearing up for the official launch of his new IMOCA 60 next week. This is the über-powerful Juan K-designed boat that was Pindar, now eye-catchingly repainted white on one side and black on the other.

The launch will unveil a boat on which, rumour has it, lots of money has been lavished. New mast, new sails, new keel and a remodelled twin ‘pod’ coachroof – the speculation at rival camps is that the purchase and refit of Hugo Boss has cost as much if not more than a new build.

But the party is also going to be a chance to stamp Hugo Boss’s style on the campaign. It’s not all merely about substance; it has to have the right vibe.   

Hence the invitation. No stiff card invitation for the Bossites: this one arrived in a bubble wrap envelope, glossy black on the outside, silver on the inside. It contained a silver box of the sort from which 1950s ‘Mad Men’ ad execs might once have extracted a cigarette (before tapping it nonchalantly) in the days when that was chic.

Inside, not ciggies or extra strong mints, as you can see, but a matt black and silver invitation card and a little chromed compass to help you find the party.

The dress code is definitely not reefer jacket and club tie. Perish the thought. It’s cocktail. Dahlink.

Yes of course I’m going. Wild horses wouldn’t drag me from it.