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, says the brand.
BOSS Taps Supermodel Gisele, Adwoa Aboah and More for New Campaign
By now, we already know BOSS likes to get some of the world’s biggest stars for its campaigns. Over the last seasons, they had Naomi Campbell, Gigi Hadid, and more. For the Spring/Summer 2024 campaign, the brand tapped none other than supermodel Gisele Bündchen, model and activist Adwoa Aboah, and more.
Gisele and Adwoa
This season’s global campaign showcases new faces, including Brazilian supermodel Gisele Bündchen, British model Adwoa Aboah, and returning BOSS ambassadors South Korean actor Lee Min-ho and Italian tennis player Matteo Berrettini. On top of that, British singer and actress Suki Waterhouse returns as brand ambassador for BOSS Watches, Jewelry, and Eyewear.
The campaign features the Spring 2024 collection. It’s a sophisticated collection with a muted color palette, with contemporary takes on classic pieces taking center stage. It also focuses heavily on the Double B monogram.
Larger than life
To launch this campaign, BOSS projected a larger-than-life hologram next to the Tower Bridge in London. The projection showed two BOSS ambassadors Gisele and Lee Min-ho with the campaign slogan #BeYourOwnBOSS. Check this video on our Instagram to see what it looked like!
The new Spring 2024 collection is available right now at BOSS stores worldwide, on BOSS’s website, and through wholesale partners.
Images by BOSS
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