The BOSS brand motto #BeYourOwnBOSS, introduced in 2022, has inspired countless personal stories. The follow-up tagline, ‘BOSSes aren’t born. They’re made’, delves into the lives of individuals, highlighting the courage, pain and lessons that shape a BOSS. The upcoming Autumn/Winter 2023 collection and campaign features top stars and influential ambassadors including Naomi Campbell, Maluma, Lee Minho, Gigi Hadid, Khaby Lame, Matteo Berrettini, Patrick Mahomes and Suki Waterhouse.
The campaign features intimate black-and-white videos of these BOSSes sharing their inspiring stories, with archival footage projected in the background. The Fall/Winter 2023 collection offers sophisticated textures with a laid-back approach, featuring bold colours and nature-inspired prints.
Photographed by Mikael Jansson and creatively directed by Trey Laird, the campaign aims to strengthen the global appeal of the HUGO BOSS Group brands. In partnership with TikTok, BOSS will offer an interactive user experience in key European markets during Fashion Month. Large-scale outdoor advertising will be used internationally and BOSS stores worldwide will reflect the look and feel of the campaign. BOSS.com will host a dedicated hub page to celebrate the launch of the campaign.