Fashion house BOSS presented the Spring Summer 2023 Be Your Own Boss campaign captured by fashion photographer Mikael Jansson, starring models Naomi Campbell & Gigi Hadid, musician Maluma, professional tennis player Matteo Berrettini, influencer Khaby Lame and actor Lee Minho. This season delves deeper into the empowering message of Be your own BOSS. These powerful narratives illustrate that becoming a BOSS is not a birthright, but rather a journey shaped by personal choices.
SPRING SUMMER 2023 CAMPAIGNS
In addition, today everywhere online a diverse range of personalities – from VIPs to photographers, entrepreneurs to social advocates – will tell their own inspiring narratives on Instagram, with their posts echoing the collage effects and childhood imagery seen in the main campaign. Various celebrities – Demi Lovato, DJ Khaled, Bella Thorne, Anne-Marie, BamBam, Stella Maxwell, Stefflon Don, Macaulay Culkin and Christina Ricci – will join in and share their stories, alongside sports personalities Richarlison, Karl-Anthony Towns, Fernando Alonso, Xavi Simons, Aleksander Aamodt Kilde, Suresh Raina, Anthony Santos, Yusta Mardini, and Zaire Wade.