The BOSS Viral Campaign Celebrates Striving For Success

Lindsay Judge   |   01-02-2023

The Spring/Summer 2023 campaign for BOSS celebrates the success of some of today’s young icons.


Featuring stars including Naomi Campbell, Gigi Hadid, Maluma, Matteo Berrettini and Khaby Lame, the series of videos and images shows the stars as young children and as they are today.



Supported by the motto “Be your own BOSS,” the campaign invites talents from various fields to share their stories to inspire individuals to embrace their destiny. Each of these talents has overcome various challenges in their life to get to where they are today.



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 the fact that BOSSes aren’t born – they’re made.



On a wider scale that campaign has seen a number of talents from the Middle East and around the world sharing images with the hashtag #Beyourownboss, generating a various frenzy around the story. It aims to inspire personal ambition while showcasing the new collection in a way that motivates the audience. It also serves as a reminder that all paths in life can present countless twists of fate, yet the journey to becoming who you were ultimately meant to begin within.



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 colour 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.