BOSS Spring/Summer 2023: Be Your Own BOSS

Colombian singer Maluma

As the year begins, a large group of talent rises with their unrelenting drive and passion for revolutionizing business. Entrepreneurs thrive on enriching their industries through technological advancements and progressive innovation within their respective fields of expertise. Indeed, these thought leaders citing a positive change in business through societal changes and development will break the business norms. 

With a new brand refresh, the Spring/Summer 2023 campaign from BOSS provides a celebrity-filled exploration of what it takes to become a BOSS. The new season takes a closer look at what it takes to create the foundation to get you started with confidence, style, and vision to reach your full potential. 

Supermodel Gigi Hadid

Be Your Boss:

The heart of the campaign showcases six leading talents from various fields sharing their origin stories to inspire individuals to embrace their destiny: British supermodel Naomi Campbell, Colombian singer Maluma, American supermodel Gigi Hadid, South Korean actor Lee Minho, next-generation TikTok creator Khaby Lame and Italian tennis player Matteo Berrettini. Each celebrated and globally recognized talent overcame obstacles and struggles to become their own BOSS. Captured by photographer Mikael Jansson, these power-packed stories are told through emotionally engaging words that portray their paths to triumph. These BOSS personalities always knew what they wanted, and their breakthroughs were achieved through a series of personal choices. While destined for greatness, they neatly personify that BOSSes aren’t born – they’re made.

Italian tennis player Matteo Berrettini.

BOSS has expanded beyond the confines of tailoring to offer a complete range of casualwear, bodywear, accessories, and athleisure that form a 24/7 wardrobe for the change-makers of today in every role they play. BOSS is the core brand of HUGO BOSS. With its two brands, BOSS and HUGO, the group offers collections in 128 countries at around 6,800 points of sale online in 59 countries via hugoboss.com. With approximately 14,000 employees worldwide, the company, based in Metzingen (Germany), posted sales of EUR 2.8 billion in the fiscal year 2021.

The last few years of unprecedented economic disruption will continue in 2023. The recent sell-off in equity markets and significant layoffs give economists insight into what the year will have in store. But counterintuitively, these kinds of challenges will create the perfect conditions for new businesses to be born. And the most vital entrepreneurs thrive in times of uncertainty. New entrepreneurs will have to face their fears and reshape the new disruptions to help evolve mankind into the future. Today’s entrepreneurs are nonconformists who are unafraid to question convention and try something new. They can play a vital role in developing the new products and services we need to drive the global economy forward and overcome the inevitable challenges that will emerge.

British supermodel Naomi Campbell

This is a new opportunity for storytelling while connecting with the BOSS community. The campaign aims to inspire personal ambition while showcasing the new collection in a way that aligns with a new school of thought on leadership and style. Yes, style. I often repost the importance of dressing for success and dressing for corporate ascension. Stated when you dress well, it builds self-confidence. And when you have self-confidence, others will look upon you as a leader. 

TikTok creator Khaby Lame

The Spring/Summer 2023 collection from BOSS showcases a bold aesthetic, combining a city-inspired spirit with a summery, off-court lifestyle in the brand’s signature color palette of black, white, and camel. The result is a sophisticated yet relaxed assortment in which the BOSS codes blend seamlessly, creating a sleek intersection of soft tailoring and elevated sportswear.

This new initiative will be further supported by a holistic approach across various channels, including key social media activations and large-scale outdoor advertising techniques. While wearing BOSS Spring/Summer 2023 sweatshirts, a diverse range of personalities – from VIPs to photographers, entrepreneurs to social advocates – will tell their inspiring narratives on Instagram, with their posts echoing the collage effects and childhood imagery seen in the primary campaign. Various celebrities –Demi Lovato, DJ Khaled, Bella Thorne, Anne-Marie, BamBam, Stella Maxwell, Stefflon Don, Macaulay Culkin, and Christina Ricci – will join in and share their stories alongside sports personalities Richarlison, Karl-Anthony Towns, Fernando Alonso, Xavi Simons, Aleksander Aamodt Kilde, Suresh Raina, Anthony Santos, Yusta Mardini, and Zaire Wade.

South Korean actor Lee Minho

Adding to the social media buzz, influencers  Naomi Watanabe, NikkieTutorials, Cameron Dallas, Aaron Rose Philip, Gottmik, Ox Zung, Nic Kaufmann, Akam, Paola Locatelli, Juanpa Zurita, David Dobrik, and Zainab Al-Eqabi will also take part in the Instagram activation. Over on TikTok, talents will be seen walking into the frame wearing BOSS outfits and striking a pose while doing something they love. Tapping into the “Just a kid” TikTok trend, the video will transition to a childhood photo that mirrors the previous scene, showing that dedication has made them who they are today.

Consumers will also be prompted to get involved with a dedicated Instagram filter through which they can share their own stories of taking control of their destinies to become their BOSS. In line with the campaign’s use of collage-style imagery, users can upload pictures of their younger selves, then create images that combine select childhood facial features with their present-day selfies.


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