Naomi Campbell, Lee Minho, and Khaby Lame are just a few names from the new star-studded campaign.
BOSS’ Spring/Summer 2023 campaign takes a close look at its roots and examines the traits that define a true BOSS. The collection highlights the journey of celebrated figures—including Naomi Campbell, Maluma, Gigi Hadid, Lee Minho, Khaby Lame, and Matteo Berrettini—as they recount their personal paths to success and empowerment. The stories, as told by Mikael Jansson, underline the idea that BOSSes are created by a series of decisions and the surmounting of challenges rather than being born.
The new collection features grail-worthy pieces with a sophisticated blend of summery, off-court style, done up in the brand’s signature black, white, and camel palette. While it mixes smooth tailoring with heightened athletics for a sleek and casual style, it is also skillfully layered.
Influencers and celebrities—like Demi Lovato, DJ Khaled, and Macaulay Culki—will also share their personal stories of ambition and success on Instagram. Meanwhile, sports figures such as Richarlison, Karl-Anthony Towns, and Xavi Simons will also participate. There’s also a campaign on TikTok, where figures like NikkieTutorials and David Dobrik will showcase their talents while wearing pro-level BOSS outfits.
Followers of the brand are encouraged to share their own BOSS journeys with a dedicated Instagram filter, which combines childhood imagery and present-day selfies. Overall, this new campaign aligns with the brand’s recent refresh. And given the amount of star power behind it, we’re likely to come across it on our screens in due time.
