BOSS has revealed its FW25 campaign, placing focus on the “Be” within its “Be Your Own BOSS” platform. The new season introduces fresh faces while continuing to feature familiar names, uniting talents from film, music, sport, and fashion under one vision.
Two actors lead the campaign: Aaron Pierre, the English talent trained in classical theatre and set to debut as a superhero with DC Studios, and Ishaan Khatter, the Indian actor and dancer who starred in HOMEBOUND, the 2025 Cannes Film Festival favorite. Both performers represent ambition and individuality, qualities central to the BOSS message of “Be the Next.”
They join a cast already familiar to the brand. S.COUPS, leader of K-pop group SEVENTEEN, returns to the campaign after previous appearances. Tennis player Taylor Fritz, currently one of the sport’s fastest-rising names, also features. Amelia Gray, a model in high demand within fashion, continues her role with the brand. Together, these five names present a lineup that reflects diverse backgrounds and disciplines, connected by drive and personal expression.
The campaign unfolds through a film in which the cast moves through a symbolic tunnel toward a bright light representing ambition and success. As they progress, each star shares a personal vision of what it means to “Be the Next” BOSS. The film concludes with intimate portraits styled in the Fall Winter 2025 collection, captured to highlight individuality while staying true to the aesthetic of the brand.
This season’s collection introduces a palette that defines the mood for colder months. Sage greens bring a softer tone, dusky marled greys add depth, and rich chocolate hues ground the range in warmth. Together, these tones build a wardrobe of textural richness and tonal harmony, designed for both elegance and everyday sophistication.
BOSS extends the campaign into licensed categories, with watches, jewelry, and eyewear featured prominently. S.COUPS, Taylor Fritz, and Amelia Gray appear in the coming season’s new optical and sunglass designs. Gray is also photographed with Dutch model Parker Van Noord, together showcasing highlights from the season’s watches and jewelry selection. These additions underline the brand’s presence across fashion and accessories, reinforcing its lifestyle reach.
The campaign rollout includes large-scale outdoor advertising across key cities worldwide. Digital and static billboards will introduce the Fall Winter 2025 vision to international audiences, supported by full marketing amplification. The images, shot by Mikael Jansson, and creative direction by Trey Laird and Team Laird, build a narrative designed for impact across both physical and digital platforms.
Aaron Pierre, Ishaan Khatter, S.COUPS, Taylor Fritz, and Amelia Gray together represent a generation of talent carving distinct paths in their fields. The Fall Winter 2025 collection will be available at BOSS stores globally, through wholesale partners, and online.
