Aaron Pierre, Ishaan Khatter, S.COUPS, Taylor Fritz and Amelia Gray take centre stage in ‘Be the Next’, the BOSS Fall/Winter 2025 campaign celebrating ambition.
BOSS unveils its Fall/Winter 2025 campaign under the motto ‘Be the Next’, an evolution of its renowned Be Your Own BOSS platform. This new chapter highlights five figures shaping the present and future of global culture: Aaron Pierre, a classically trained British actor and soon-to-be hero of the DC universe; Ishaan Khatter, the Indian actor and dancer who captivated Cannes 2025 with Homebound; S.COUPS, leader of the K-pop group SEVENTEEN; Taylor Fritz, the American tennis player on a meteoric rise; and Amelia Gray, a model who has become one of the most in-demand faces in the industry.
The campaign champions ambition and authenticity as drivers of change. With energy and determination, Pierre and Khatter embody the generational shift in cinema, while S.COUPS represents the power of music as a cultural force, Fritz brings the discipline and momentum of elite sport, and Gray reflects the freshness transforming contemporary fashion.
The official video features the protagonists walking through a symbol-laden tunnel towards a light representing goals and aspirations. In close-up portraits, each interprets what it means to be ‘the next’ BOSS, dressed in pieces from the Fall/Winter 2025 collection: designs defined by rich textures, precise tailoring and a colour palette balancing sophistication with modernity.
The campaign will roll out globally with high-impact outdoor advertising in key cities around the world, including digital and static billboards in high-traffic areas. A bold move that reinforces the brand’s international presence and resonates with a generation unafraid to carve their own path.
The BOSS Fall/Winter 2025 collection is now available at BOSS Stores, on boss.com and through selected wholesale partners.
-380x380.webp)
-380x380.webp)
