BOSS has launched its Fall/Winter 2024 campaign with a star-studded lineup including British footballer David Beckham, Brazilian supermodel Gisele Bündchen, and the legendary Naomi Campbell, among other prominent figures.
This launch marks a new chapter in the brand’s strategy, aiming not only to strengthen its global presence but also to reinforce its message of self-confidence and personal determination under the #BeYourOwnBOSS slogan.
David Beckham: A New Era for BOSS
In this campaign, David Beckham makes his first appearance as part of his long-term strategic collaboration with BOSS. The former footballer and now style icon joins the campaign at a pivotal moment for the brand. This partnership not only highlights Beckham’s evolution as a fashion figure but also underscores BOSS’s commitment to reinventing itself and staying relevant in a highly competitive market.
“It’s a great honor to be part of this BOSS campaign for the Fall/Winter 2024 season, marking an exciting beginning for my role as a long-term ambassador for BOSS,” Beckham commented at the campaign launch.
A Star-Studded Cast
Alongside Beckham, the campaign features supermodel Gisele Bündchen, who returns to the BOSS family with the same strength and elegance that have defined her career.
Naomi Campbell, another runway legend, not only stars in the campaign but also takes on the role of ambassador for BOSS watches, jewelry, and eyewear—a natural extension of her long and successful relationship with the brand.
In addition to these iconic figures, the campaign includes emerging and internationally renowned talents such as Nigerian singer Burna Boy, South Korean actor Lee Jong-suk, and Italian tennis player Matteo Berrettini. With this diverse cast, BOSS aims to transcend borders and cultures.
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#BeYourOwnBOSS
Since the launch of the #BeYourOwnBOSS campaign, BOSS has championed the idea that every individual has the power to live a self-determined life, driven by style and confidence. For the Fall/Winter 2024 season, the brand has taken this message a step further. The new campaign not only celebrates self-confidence but also emphasizes the importance of maintaining that determination throughout life.
In the campaign, each talent, dressed in the latest BOSS trends, reveals their own guiding principles, highlighting that being your own boss is not a one-time commitment but an ongoing lifestyle. This approach deeply resonates with BOSS’s global audience, who see fashion not only as an expression of style but also as a statement of identity.
A Comprehensive Marketing Strategy
The launch of this campaign will be supported by a 360-degree marketing strategy, amplified through large-scale outdoor advertising in 29 key cities worldwide.
Online, BOSS will continue engaging and building its fan community with the launch of its new Instagram broadcast channel. Additionally, on Threads, BOSS will present behind-the-scenes audio clips featuring key talents, while polls and questions will invite fan perspectives, increasing engagement and generating excitement around the campaign.
The new Fall/Winter 2024 collection is available from August 28 in BOSS stores worldwide, on its website, and through wholesale partners.
BOSS Statistics
- There are 489 stores worldwide.
- HUGO BOSS is one of the leading companies in the premium segment of the global apparel market.
- The group offers collections in 131 countries at around 7,800 points of sale and online in 73 countries.
- It employs approximately 19,000 people worldwide.
- The company, headquartered in Metzingen, Germany, reported sales of €4.2 billion in the 2023 fiscal year.
