It’s for Life
Since the launch of the #BeYourOwnBOSS campaign, BOSS has championed the call to lead a self-determined life driven by style and confidence. For Fall/Winter 2024, the brand takes this message further, emphasizing that finding your voice to be your own BOSS is a lifelong commitment.
New faces join our cast, most notably David Beckham — his first campaign with BOSS since announcing our partnership in May 2024 — Grammy-winning Nigerian singer and songwriter Burna Boy, and South Korean model and actor Lee Jong Suk, all decked out in the new BOSS styles.
We also see the return of supermodels Gisele Bündchen and Naomi Campbell for BOSS Womenswear, and Matteo Berrettini — the latter two now acting as brand ambassadors for BOSS Watches, Jewelry, and Eyewear.
„It's for Life“
Our talents dive deeper into what it means to #BeYourOwnBOSS. Each one reveals their unique life philosophies, ambitions, and motivations — the rules and terms they live by — and sign a contract with themselves.
This season we expand the narrative of what makes a BOSS. Because having the power within to find your voice and be your own BOSS isn’t just a one-off commitment: It’s for life. The campaign features each talent putting their guiding rules to paper, set against an elevated office backdrop that extends the “CorpCore” theme from the BOSS Fall/Winter 2023 Fashion Show.
This year's collection offers a full wardrobe selection for all occasions, seamlessly fitting into a 24/7 lifestyle. Signature BOSS suiting is reimagined with strong, modern silhouettes, providing a fresh perspective tailored to the colder months.
Burna Boy
Gisele Bündchen
David Beckham
Matteo Berrettini
Naomi Campbell
Lee Jong Suk
The BOSS Fall/Winter 2024 campaign is photographed by Mikael Jansson under the creative direction of Trey Laird and his agency, Team Laird.
