When the captivating #BeYourOwnBOSS mantra first emerged during the BOSSbrand’s 2022 revamp, it hinted at the myriad of personal tales underpinning the phrase. This evolution birthed another powerful statement, ‘BOSSes aren’t born. They’re made.’
Such a perspective peeled back layers, emphasizing that the adversities faced, the growth, and the lessons imbibed, together forge a true BOSS. These experiences amplify their resilience, make their narratives richer, and make them relatable in a manner that earns admiration and inspires many.
This Fall/Winter 2023, BOSS turns the lens once more to a curated group of stars and influencers, delving into their essence of being an authentic BOSS. Icons like Naomi Campbell, Maluma, Lee Minho, Gigi Hadid, Khaby Lame, and Matteo Berrettini take center stage, while newcomers, Patrick Mahomes and Suki Waterhouse, join the ensemble. Black-and-white short films highlight these personas, narrating the tales that have shaped their trajectories.
As they don the fresh BOSS collection, historical clips play in the backdrop, offering an immersive peek into their ascent in their respective domains. Set to the hauntingly evocative ‘Changes’ by Tupac Shakur, which reimagines Bruce Hornsby and the Range’s ‘The Way It Is,’ the music forms an emotional bridge, exuding a universal resonance.
The Fall Winter 2023 collection seamlessly fuses polished textures with a relaxed undertone, epitomizing the BOSS essence of self-assuredness and meticulous design. Retro-modern designs punctuated with vivid hues, nature motifs, and the signature BOSS colors of black, white, and camel set the collection apart. A diverse array of greys accentuates the campaign’s visual narrative.
Photographed by Mikael Jansson and conceptualized by Trey Laird and Team Laird, this heartwarming, star-studded campaign aligns with HUGO BOSS Group’s vision to bolster the international allure of its brands.
As September and October align with the fashion calendar, BOSS has an ace up its sleeve with TikTok, crafting an interactive European campaign. While specifics remain a mystery, BOSS and its Global Ambassador, TikTok sensation Khaby Lame, promise to resonate with the platform’s discerning audience.
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