Discover how the motto #BeYourOwnBOSS inspires BOSS’s Autumn/Winter 2023 collection, showcasing unique stories of influential stars.
The iconic slogan #BeYourOwnBOSS was born with BOSS’s brand revamp in 2022. Since then, numerous personal stories that embody this idea have been shared. Delving into the essence of a true BOSS, the phrase “Bosses aren’t born. They’re made” was introduced, emphasizing that a BOSS is forged through determination and experiences. This potent concept delves into the lives of the protagonists, presenting milestones that define a BOSS.
The upcoming BOSS Autumn/Winter 2023 collection, along with its campaign, focuses on influential stars to explore their authenticity as Bosses.
Featuring figures like Naomi Campbell, Maluma, Lee Minho, Gigi Hadid, Khaby Lame, and Matteo Berrettini, the campaign offers intimate insights into their stories. Black-and-white videos spotlight these stars as they share inspiring stories and reflect on key moments. This campaign also features British actress Suki Waterhouse and American football quarterback Patrick Mahomes.
The collection presents elegant textures and casual styles that mirror BOSS’s distinctive craftsmanship. Colors and patterns inspired by nature, alongside the classic BOSS palette of black, white, and camel, define the campaign.
Photographed by Mikael Jansson and directed by Trey Laird, the campaign showcases the stars while supporting the global allure of HUGO BOSS. BOSS will partner with TikTok for an interactive experience in key European markets, maximizing its September launch with the influence of Khaby Lame, a global ambassador for BOSS on TikTok.
