Learn how the #BeYourOwnBOSS motto inspires the BOSS Fall/Winter 2023 collection, highlighting the unique stories of influential stars.
The iconic tagline #BeYourOwnBOSS was born in 2022 with the BOSS rebrand. Since then, many personal stories have been shared that inspired the idea. Delving deeper into the origins of a true boss, we introduce him Bosses are not born. they are made”, underlining that a boss is made of determination and experience. This powerful concept delves deep into the lives of the heroes and presents the milestones that define a boss.
The upcoming BOSS Fall/Winter 2023 collection, with its campaign, focuses on influencer stars to explore their authenticity as BOSS.
with figures like Naomi Campbell, Maluma, lee min ho, gigi hadid, crippled lame And Matteo Berretini, the campaign provides an intimate perspective on their stories. The black and white videos feature these stars sharing inspiring stories and highlighting important moments. The British actress also joined in this campaign. suki waterhouse and football quarterback patrick mahomes,
The collection features graceful textures and casual styling that reflect distinctive Boss craftsmanship. Nature-inspired colors and prints, along with a bossy palette of black, white and camel, define the campaign.
Photographed by Mikael Jansson and directed by Trey Laird, the campaign highlights the stars and supports HUGO BOSS’s global appeal. Boss will work closely with TikTok for an interactive experience in key European markets, maximizing its launch in September with the influence of Boss Global TikTok Ambassador Khabi Lam.
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