LEAD THE WAY
This Spring/Summer 2026, the BOSS journey continues with a new chapter: Lead the Way. Be the Next BOSS. The campaign shines a spotlight on individuals who turn self-belief into strength, and understand that true impact is not just about standing out — it is about lighting the way for others.
This season introduces new wardrobe essentials for the modern BOSS. Sharp tailoring sits alongside more fluid silhouettes, with relaxed cuts, light fabrics, and soft colors giving suiting, dresses, and wide-leg trousers a warm-weather spin. The campaign also spotlights BOSS Watches, Jewelry, and Eyewear, worn by Corey Mylchreest, Sacha Quenby, and Xiangyu Li.
LIGHT THE WAY
In the campaign film, the talents appear in a striking all-white set. The tone is warm and inspirational, as each one reflects on what they aspire to next in their journey to become the next BOSS.
The interplay of shadow and light reflects the seasonal narrative, “Light the Way,” amplifying what is already within you — your presence, your energy, your aura — and using that inner glow to guide others.
A powerful cast of rising stars leads the campaign, with American actor Meghann Fahy, British actor Corey Mylchreest, and British model Sacha Quenby joining globally acclaimed K-pop superstar and BOSS brand ambassador S.COUPS.
MEGHANN FAHY
COREY MYLCHREEST
S.COUPS
SACHA QUENBY
The BOSS Spring/Summer 2026 campaign is photographed by Mikael Jansson under the creative direction of Trey Laird and his agency, Team Laird.
