Spring is around the corner and it is time for the unveiling of BOSS’s Spring/Summer 2023 campaign. In keeping with the snowballing momentum of 2022 and the highly successful branding refresh, the new season explores yet another dimension of the powerful #BeYourOwnBOSS motto – its roots. It takes a closer look at the campaign’s strong foundation to inspire the world to live up to its full potential.

BOSSes are not born, they are made. The journey to living life on one’s own terms, begins with finding one’s power, purpose, and perseverance. Despite its highs and lows, twists and turns, the journey is lived with confidence, style, and a forward-looking vision.

Each of our six global brand ambassadors for the Spring/Summer 2023 campaign – British supermodel Naomi Campbell, Colombian singer Maluma, American model Gigi Hadid, South Korean actor Lee Minho, next-generation Italian TikTok creator Khaby Lame, and Italian tennis player Matteo Berrettini – have taken on such journeys and have a power-packed story to tell. Each of them has overcome obstacles and personal struggles to become their own BOSS, and inspire others to carve their unique path.

With a collection that motivates everyone to take up this journey to embrace their destinies, the campaign presents new opportunities for meaningful storytelling while connecting with the BOSS community.

The BOSS Spring/Summer 2023 Collection

The campaign

The #BeYourOwnBOSS campaign is presented by an exclusive cast, comprising a diverse range of personalities from VIPs to photographers, entrepreneurs, to social advocates. Each of them will share their inspiring stories on Instagram with a photo collage featuring two images – one from their childhood and one present-day photo – while wearing BOSS Spring/Summer 2023 sweatshirts.


Gigi Hadid


Matteo Berrettini

Naomi Campbell

Khaby Lame

Lee Minho

This time, we also invited our HUGO BOSS Family – our employees – to join the exclusive BOSS cast and share their powerful personal and professional stories on social media to empower others along the way. The BOSS Community is also invited to use the brand’s new, dedicated Instagram filter, through which they can share their personal stories of taking control of their own destinies to become their own BOSS and create the campaign’s signature photo collage comprising photos of ‘then and now’.



Read the press release here.


Our employees share their #BeYourOwnBOSS Journeys: BOSSes are not born, they are made!

Shop the collection

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