Icy Ling, CEO and Co-Founder of IC & Co

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05 Feb 2024

The empowering #BeYourOwnBOSS campaign champions a self-determined life, driven by confidence, style, and a forward-looking vision. This season, self-determination takes center stage underscoring that the choice is yours – the power to be your own BOSS lies within.

For Spring/Summer 2024, BOSS has enlisted internationally renowned celebrities to illustrate this moving story. The global campaign showcases exciting new faces, including Brazilian supermodel Gisele Bündchen and British model Adwoa Aboah, plus returning BOSS ambassadors South Korean actor Lee Minho and Italian tennis player Matteo Berrettini. British singer and actress Suki Waterhouse returns as brand ambassador for BOSS Watches, Jewelry and Eyewear.

In the new campaign, each talent is pictured through a labyrinthine environment moving out of the shadows, and into the light – poetically demonstrating how formative life choices can be.

The BOSS Spring/Summer 2024 collection builds on design themes first seen at the brand’s Miami fashion show, where a sophisticated, muted color palette and contemporary takes on classic pieces took center stage. The collection offers a full wardrobe selection for all occasions to fit a 24/7 lifestyle. Signature BOSS suiting is revisited in an assortment of strong, modern silhouettes. Soft shades, light textures, and contrasts – fluidity and structure; opacity and translucency – provide a fresh perspective that feels perfectly tailored to the warmer months to come.

A central recurring motif is the new Double B monogram featured on many pieces across the product range – from apparel to accessories. This distinctive detail, with its interwoven design, embodies the spirit of a true BOSS – a bold individual who isn’t afraid to make a statement. A multi-pronged digital campaign marks the debut of the Double B monogram. First off, the motif will be recreated in super- sized 3D images using hyper-realistic CGI technology in iconic settings around the globe. Under the slogan “Double B, Every Me,” close to 100 brand ambassadors, celebrities, athletes, and digital influencers will create original content for Instagram and TikTok. These talents will express key aspects of their personalities while wearing pieces from the new Double B monogram collection – showing that there’s more than one way to be your own BOSS. Brand fans will also be invited to participate online using a unique Instagram filter.

“Innovation has a prominent role in our strategy to achieve consumer impact at scale and create something intriguing. The hologram is the most current expression of our exploration and curiosity around harnessing the power of technology in our communications.

The novelty that it delivers also helps us to create captivating content that's immensely shareable and memorable, offering a new experience to our audiences, resulting in positive associations towards our brand. Ultimately, we look to help and encourage consumers to engage more deeply with our brand as well as to discover and shop our products,” said Nadia Kokni, SVP of Global Marketing and Brand Communications at HUGO BOSS.

The new Spring/Summer 2024 collection is now available, at BOSS stores worldwide, at boss.com, and through wholesale partners.

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