BOSS launched a brand update in 2022 with the inspiring hashtag #BeYourOwnBOSS. This slogan unlocked the door to the personal stories that define a BOSS. It reinvented the concept, declaring, ‘BOSSes aren’t born. They’re made.’ This thought motivated them to look into the lives of these incredible people, emphasizing that hardships, determination, and lessons learned are the stepping stones to becoming a BOSS. Their path that exemplifies their character, enhances their story, and humanizes them in a way that inspires and garners respect from a wider audience. As the Fall/Winter 2023 collection and campaign approaches, BOSS refocuses the spotlight on a small set of prominent ambassadors and top stars to discover what truly characterizes them as authentic BOSSes.
Featuring the globally recognized faces of change-makers like Naomi Campbell, Maluma, Lee Minho, Gigi Hadid, Khaby Lame, and Matteo Berrettini, the Fall/Winter campaign offers a more intimate glimpse into their unique stories. The campaign also welcomes new brand ambassadors, American football quarterback Patrick Mahomes and British actress Suki Waterhouse. The heart of this campaign lies in short, poignant black-and-white videos, which shed light on these BOSSes’ inspiring journeys and pivotal moments that have molded them into the figures they are today. All this while adorned in pieces from the latest BOSS collection, with archival footage projected in the background, allowing a closer look at their climb to the top. Each intimate video is accompanied by the soul-stirring backdrop of Tupac Shakur’s iconic song ‘Changes,’ which samples the original ‘The Way It Is’ by Bruce Hornsby and the Range, creating a connection that resonates with viewers and evokes a universal sense of belonging.
The Fall/Winter 2023 collection blends sophisticated textures with a relaxed sensibility, perfectly encapsulating BOSS’s ethos of self-determination and distinctive tailoring. This collection features elevated styles with a retro-modern twist, incorporating vibrant colors and nature-inspired prints alongside BOSS’s iconic palette of black, white, and camel. A stunning range of gray tones adds depth and dimension to the campaign, elevating its overall visual impact.
This social-first campaign, shot by famous photographer Mikael Jansson under the creative supervision of Trey Laird and Team Laird, offers an intimate look at the featured celebs. This campaign also corresponds with the HUGO BOSS Group’s goal of increasing the global appeal of its brand. During the fashion month frenzy in September and October, BOSS will collaborate with TikTok to create a one-of-a-kind interactive experience in major European markets. Although the specifics of this campaign are being withheld, it is intended to generate style-related content on the site by harnessing the influence of BOSS Global Ambassador and TikTok’s largest artist, Khaby Lame.
To ensure the campaign’s lasting impact, large-scale outdoor advertising will span various international cities, and BOSS stores worldwide will transform their window displays and interior merchandising to embody the look and feel of BOSS Fall/Winter 2023. BOSS.com will host a dedicated hub page celebrating the campaign’s launch and showcasing key pieces for the new season.
In the Philippines, BOSS is exclusively distributed by Stores Specialists, Inc., and can be found at Greenbelt 5, Newport Mall, Rustan’s Makati, Rustan’s Shangri-La, Shangri-La Plaza East Wing, and online at Trunc.ph, Rustans.com, and Zalora. For more information, visit www.ssilife.com.ph, subscribe to the SSI LIFE YouTube Channel, and follow @ssilifeph on Instagram and Facebook. Discover the strength and style of BOSS in the Fall/Winter 2023 campaign, where being a BOSS is not just a title, but a journey.