5 Feb 2025
In a world where style meets confidence, BOSS has unveiled a campaign that redefines modern masculinity, enlisting none other than David Beckham as the face of its new BOSS ONE Bodywear collection. Captured through the unmistakable lens of legendary fashion photographers Mert and Marcus, the campaign exudes an effortless allure, blending Beckham’s timeless charisma with the brand’s unwavering dedication to sophistication and quality.
The BOSS ONE Bodywear collection is a masterclass in refined minimalism, offering premium men’s underwear essentials in sleek black and white hues. Designed for both style and performance, the collection features impeccably crafted trunks, briefs, tank tops, and T-shirts made from a figure-enhancing blend of cotton and elastane, promising all-day comfort and confidence.
Set against the cinematic backdrop of a New York City warehouse, the campaign film unfolds with Beckham arriving in a vintage sportscar, stepping into his private world as the electrifying beats of In the Air Tonight build anticipation. The moment of revelation arrives as he unveils the black BOSS ONE Bodywear trunk—bold, sophisticated, and undeniably BOSS.
“I once said that my bodywear modelling days had come to an end, but when BOSS shared their ambition for the range and brought in my good friends Mert and Marcus to shoot the campaign with their brilliant creative ideas, I simply couldn’t refuse,” Beckham shares. “The new BOSS ONE collection is beautifully made. I’m proud to support BOSS in our long-term strategic partnership with this campaign.”
To mark the launch, BOSS hosted an exclusive event at the immersive Lightroom exhibition space in Kings Cross, London. The subterranean venue transformed into a 360-degree spectacle, with breathtaking visuals of the campaign projected across massive screens. A curated guest list was treated to an evening of luxury, featuring Golden Martinis crafted by Seventy One gin, pulsating DJ sets by Mark Ronson and Honey Dijon, and a striking light show that elevated the campaign’s energy to new heights.
But the BOSS ONE experience extends far beyond the launch event. In a bold marketing move, Beckham’s commanding presence will dominate cinema screens, streaming platforms like Amazon Prime and Netflix, and high-traffic billboards worldwide. The campaign will also introduce a brand-first activation—BOSS ONE Bodywear vending machines strategically placed across Europe and the US, offering an interactive shopping experience that brings the collection to the streets. Additionally, over 100 pop-up locations globally will showcase the first drop of BOSS ONE Bodywear, ensuring that the collection’s impact is as far-reaching as its vision.
The BOSS ONE Bodywear collection is now available at boss.com, BOSS boutiques worldwide, and selected retail partners. With Beckham at the helm, this campaign is about owning your confidence, living boldly, and embracing the essence of BOSS.
