Dubai Takeover: a new era for BOSS
Dubai Takeover: a new era for BOSS

Dubai Takeover:
a new era, a new BOSS

Imagine live music, fire show performances, and hot air balloons emblazoned with our bold new BOSS logo, all set against a stunning desert panorama with rolling sand dunes! That was the spectacular event in Dubai that saw the launch of the extraordinary BOSS Spring/Summer 2022 collection, following a record-breaking new branding with an all-star campaign.

The event included a launch of a campaign film shot on-site, as well as the new see now, buy now collection, in a dramatic setting that offered an unmatched view of the desert. BOSS’s special guests arrived at the dunes to experience the electric presentation of the new collection in a celebration that continued into the night! 

The luminary lineup at the event included #BeYourOwnBOSS campaign talents Matteo Berrettini, Khaby Lame, and Alica Schmidt, apart from models Precious Lee and Taylor Hill, American singer Teyana Taylor, and British actor Lucien Laviscount. Madeline Stuart, the first professional model with Down syndrome and powerful inclusion advocate, also joined the luminary film lineup alongside American Paralympic sprint runner and gold medalist Nick Mayhugh, and Olympic Champion athlete Mutaz Essa Barshim, among others. The beautiful evening was captured by social media sensations Naomi Watanabe, Nic Kaufmann, Younes Zarou, and more. Over 100 creators and influencers contributed to the phenomenal digital buzz generated around the world. 

The Spring/Summer 2022 collection, the first to be released since the BOSS brand refresh early this year, offers 24/7 style featuring the brand’s new signature colors of black, white, and camel across relaxed, sporty looks.

Dubai Takeover

Khaby Lame


Matteo Berrettini & Michele Morrone


Lucien Laviscount & Ashley Park

All-Star Cast

Alton Mason

Taylor Hill

Further Information

Shop the Collection

Explore every look and pick your favorites from our new BOSS Spring/Summer 2022 collection, unveiled at a unique sunset celebration on the desert sands of Dubai.

To the press release

Read the post-event press release here.


All about our new, bold BOSS campaign, which comes after 50 years, as part of a historic, 360-degree brand refresh.