This year we introduce the brand-new Double B monogram on apparel and accessories, a recurring motif that embodies the bold spirit of a BOSS who isn’t afraid to make a statement. This is supported by a multi-pronged digital campaign, starting with placing the super-sized logo in 3D in iconic settings around the world — like New York and Paris — using hyper-realistic CGI technology.
The campaign officially kicks off with an exciting, never-before-seen event in London: a 10-meter-tall hologram of BOSS brand ambassadors.
An online activation will run simultaneously under the slogan “Double B, Every Me,” with close to 100 brand ambassadors, celebrities, athletes, and digital influencers participating on Instagram and TikTok to show us that there is more than one way to be your own BOSS. Fans can also participate online with a unique Instagram filter. Our employees around the globe will follow with their stories on LinkedIn.