For the new season, BOSS has taken its #BeYourOwnBOSS campaign one step further.
For SS24, the house is taking a closer look at “how our personal choices have made us the bosses we are today” explains the house in the notes which accompany the new campaign. The new release is about agency, and how “the power to be your own boss lies within.”
For Spring/Summer 2024 BOSS joined forces with several internationally renowned celebrities for the campaign.
Through the lens of acclaimed photographer Mikael Jansson under the creative direction of Trey Laird and his agency Team Laird the new campaign features Brazilian supermodel Gisele Bündchen and British model Adwoa Aboah, along with returning BOSS ambassadors South Korean actor Lee Minho and Italian tennis player Matteo Berrettini.
British singer and actress also Suki Waterhouse returns as brand ambassador for BOSS Watches, Jewelry and Eyewear for the new season.
“In the new campaign, we see each talent make their way through a labyrinth environment, gradually moving from slightly more shaded sections into more warmly lit areas — poetically demonstrating how one’s life choices are formative, and allow you to Be Your Own Boss,” the house explains.
The BOSS Spring/Summer 2024 collection builds on design themes previously seen at the brand’s Miami fashion show, where a sophisticated, muted colour palette and contemporary takes on classic pieces took centre stage.
All across the campaign´s looks, soft shades, light textures, and plays on contrast – fluidity and structure; opacity and sheerness – provide a fresh perspective that feels perfectly suited to the bright, warmer months to come. Suiting, the Boss signature, is revisited in a multitude of strong, modern silhouettes.
The menswear offering comprises lightweight outerwear in soft shades – including a timeless trench coat styled with smart shirts and suiting, oversized cream blazers and coordinating tailored pants, clean-cut beige waistcoats, light-camel-toned crew-neck sweaters, paired with sleek, leather sneakers and lace-ups.
The womenswear assortment features airy, sheer layers contrasted with more structured, tailored pieces, as in a camel two-piece short suit combined with a longline shirt and airy beige V-neck knit. A neutral, oversized blazer with matching pants and an all-black look with a sleeveless blazer and fluid trousers stand out within the collection. A beige scarf-neck dress, an oversized short-sleeved, cream trench coat and leather pumps complete the selection.
The new Spring/Summer 2024 collection is available now, across the region.