HUGO BOSS and David Beckham have announced that Daniel Kearns is the new Head of Design for the BOSS by Beckham collections. Based in London, Kearns will oversee collection creation and every element of design, merchandising and branding, from concept to execution, working closely with Beckham throughout. His first collection will be Fall Winter 2027.
Reunion Years in the Making
Kearns arrives with a résumé that reads like a tour of modern menswear. He most recently served as Chief Creative Officer at both Kent & Curwen and Cerruti 1881. Before that, he held menswear design roles at Alexander McQueen, John Galliano, Yves Saint Laurent and Gucci. He was also Creative Director of Kent & Curwen when the heritage label was relaunched with Beckham, which means this is a reunion rather than an introduction.
“I have known David for many years and always admired his approach to design, style and curation,” Kearns said. “I am very much looking forward to working with him and the team at BOSS to bring the joint vision and David’s personal style to life.”
Beckham echoed the sentiment. “Having known Daniel for some time, I’ve seen firsthand how his attention to detail and talent will be a great fit as we develop each collection,” he said, calling the appointment “an exciting chapter” in his partnership with the brand.
Partnership With No Disclosed End Date
The appointment lands at an interesting moment for the collaboration. BOSS by Beckham launched in May 2024, when HUGO BOSS announced a global, multi-year design partnership with Beckham, the first of its kind for BOSS menswear. The first collection arrived for Spring Summer 2025, followed by Fall Winter 2025, Spring Summer 2026 and the current Fall Winter 2026 season. Four collections in, the partnership has gained a dedicated design chief and a London-based team.
What it has never gained is a public end date. HUGO BOSS has described the agreement as multi-year since day one and has never published a term. This announcement keeps that language deliberately open. Oliver Timm, CSO and Deputy CEO of HUGO BOSS, calls the decision “an important milestone in our long-term strategic partnership with David Beckham and in taking it to the next level.” Beckham himself speaks of “moving into this next phase.”
Read together, those words point in one direction. A company does not build a dedicated design team around a collaboration it expects to wind down. The structure being put in place suggests a partnership designed to run well beyond its original horizon, even if nobody is willing to say how far.
Why This Matters for BOSS
For HUGO BOSS, the move signals a shift from celebrity-led capsule to permanent design pillar. Placing a seasoned creative director at the centre of the line gives the collections continuity, and it frees Beckham to do what he does best, shaping the vision and the personal style that gives the line its identity. The collections have attracted fans worldwide in a short time, and a stronger design backbone is a logical step in protecting that momentum.
Kearns’s own history adds weight. He knows how to translate Beckham’s taste into clothes, having done it at Kent & Curwen, and he brings the tailoring discipline that comes from years inside some of Europe’s most demanding houses. The question now is how his sensibility will shape a line that has so far leaned on relaxed tailoring, fine knitwear and a distinctly British accent.
Discover more of the BOSS by Beckham Fall Winter 2026 collection in our gallery:
What Comes Next
The current Fall Winter 2026 collection remains the work of the existing team. Kearns’s first full season is Fall Winter 2027, so fans of the line will need to wait to see his handwriting on the rails. In the meantime, the message from both sides is clear: this partnership is not slowing down.
For more from the season, explore our coverage of David Beckham and HUGO BOSS on DSCENE.
