BOSS unveils its Fall/Winter 2024 campaign, featuring David Beckham, Burna Boy, Lee Jong-suk, and a roster of iconic names. The campaign celebrates lifelong self-determination and power dressing through a modern take on CorpCore tailoring.
A Star-Studded Manifesto for Enduring Style
BOSS rewrites the narrative of self-assured confidence with its Fall/Winter 2024 campaign, aptly titled "It's For Life." This season, the brand goes beyond the initial spark of self-discovery, emphasizing that owning your voice and becoming your own BOSS is a lifelong journey.
The campaign boasts a powerhouse cast, a captivating blend of new and iconic faces. Legendary footballer David Beckham, in his debut campaign with BOSS, leads the charge alongside Grammy-winning singer Burna Boy and South Korean heartthrob Lee Jong-suk. Returning talent includes the ever-stunning Gisele Bündchen, the inimitable Naomi Campbell (now brand ambassador for BOSS Watches, Jewelry, and Eyewear), and Italian tennis titan Matteo Berrettini (BOSS Watches, Jewelry, and Eyewear ambassador).
Power Dressing Redefined
Building upon the #BeYourOwnBOSS legacy, the campaign champions the transformative power of style. The Fall/Winter 2024 collection offers a versatile wardrobe for the modern multi-faceted life. Signature BOSS suiting gets a fresh update with bold, modern silhouettes, perfectly tailored for the coming colder months.
The campaign embraces a "CorpCore" aesthetic, an evolution of the theme explored in the BOSS Fall/Winter 2023 show. This elevated office setting, paired with the impeccably tailored looks, underscores the concept of owning your power within a professional landscape. We witness each talent etching their personal guiding principles onto paper, a symbolic gesture of their lifelong dedication to self-belief.
A Multi-Sensory Experience
The campaign launch will be a global spectacle. Large-scale outdoor advertisements will grace 29 key cities worldwide. Building on their thriving online community, BOSS introduces a dedicated Instagram broadcast channel alongside the campaign. This "always-on" approach will foster deeper engagement with their fanbase. Interactive features on Instagram Threads like exclusive BTS audio snippets and engaging polls will further fuel excitement around the campaign.
The Fall/Winter 2024 collection will be available from August 28th, 2024, at BOSS stores worldwide, online at boss.com, and through select wholesale partners.
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This season, BOSS doesn't just sell clothes – it celebrates a life lived with unwavering style and unwavering self-belief.
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