THE POWER WITHIN YOU

The BOSS journey of self-determination continues this Spring/Summer 2024 with the new motto “the choice is yours.” 

This season, we welcome new faces to our BOSS cast. Brazilian supermodel, Gisele Bündchen, and British model Adwoa Aboah join Lee Minho and Matteo Berrettini. Suki Waterhouse also returns as brand ambassador for BOSS Watches, Jewelry, and Eyewear; and Japanese baseball player Shohei Ohtani appears as a brand ambassador for the Japanese and US markets.

In a series of videos, the talents announce “the choice is yours” as they move through maze-like rooms, out of shadows and into the light. An inspiring metaphor for the formative power of our own life choices.

The films and accompanying stills showcase the new collection, which builds on design themes previously seen at the BOSS Miami fashion show — a sophisticated, muted color palette, and contemporary takes on classic tailoring in light textures and structured silhouettes.

Lee Minho

Adwoa Aboah

Matteo Berrettini

Gisele Bündchen

Shohei Ohtani

Suki Waterhouse

DOUBLE B

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.

THE BOSS HOLOGRAM

BOSS will become the first fashion brand ever to launch a major global campaign using a large-scale hologram. Carefully located in Potters Fields Park, near to London’s iconic Tower Bridge, a 10-meter hologram of Gisele Bündchen and Lee Minho — both suited in the latest BOSS collection — will be projected into the air from sunset on January 31 to sunrise on February 1, to officially kick off the Spring/Summer 2024 campaign.

The BOSS Spring/Summer 2024 campaign is photographed by Mikael Jansson under the creative direction of Trey Laird and his agency, Team Laird.

FURTHER INFORMATION

TO THE PRESS RELEASE

Read the press release here.

DOUBLE B, EVERY ME: OUR STORIES

BOSS unveiled the new Double B icon — a motif that embodies the bold spirit of a BOSS who isn’t afraid to make a statement — as part of the Spring/Summer 2024 campaign.

SHOP THE COLLECTION

Shop your favorites from the season’s latest offerings.