When the galvanizing #BeYourOwnBOSS motto was first introduced during the BOSS brand refresh in 2022, the personal layers and countless stories that lie behind this idea were just beginning to surface. The origin-story follow-up then presented the slogan: ‘BOSSes aren’t born. They’re made.’ This uplifting concept delved deeper into the lives of these individuals and presented the audience with the idea that grit, pain, and lessons learned are milestones that make a BOSS. That personal journey is what embodies their strength of character, enriches their story, and humanizes them in a way that invokes respect and emboldens a broader audience. For the upcoming Fall/Winter 2023 collection and its accompanying campaign, BOSS puts the spotlight back onto a selection of top stars and influential ambassadors to explore what it is that defines them as a genuine BOSS.
Showcasing the globally familiar faces of changemakers Naomi Campbell, Maluma, Lee Minho, Gigi Hadid, Khaby Lame, and Matteo Berrettini, the Fall/Winter campaign offers a more intimate angle on their individual stories. It also introduces American football quarterback, Patrick Mahomes, and British actress, Suki Waterhouse, as new brand ambassadors. Short black-and-white videos shine a spotlight on these BOSSes sharing the inspiring stories that have defined their journey so far and reflecting on the moments that have shaped who they are today. While wearing pieces from the new BOSS collection, archival footage is projected in the background, providing an up-close-and-personal take on their climb to the top of their fields. Each intimate video features emotive background music in the form of Tupac Shakur’s iconic song ‘Changes,’ which samples the original Bruce Hornsby and the Range single, ‘The Way It Is,’ creating a synergy that pulls at the heartstrings while conjuring a universal sense of belonging.
milestones that make a BOSS. That personal journey is what embodies their strength of character, enriches their story, and humanizes them in a way that invokes respect and emboldens a broader audience. For the upcoming Fall/Winter 2023 collection and its accompanying campaign, BOSS puts the spotlight back onto a selection of top stars and influential ambassadors to explore what it is that defines them as a genuine BOSS.
Showcasing the globally familiar faces of changemakers Naomi Campbell, Maluma, Lee Minho, Gigi Hadid, Khaby Lame, and Matteo Berrettini, the Fall/Winter campaign offers a more intimate angle on their individual stories. It also introduces American football quarterback, Patrick Mahomes, and British actress, Suki Waterhouse, as new brand ambassadors. Short black-and-white videos shine a spotlight on these BOSSes sharing the inspiring stories that have defined their journey so far and reflecting on the moments that have shaped who they are today. While wearing pieces from the new BOSS collection, archival footage is projected in the background, providing an up-close-and-personal take on their climb to the top of their fields. Each intimate video features emotive background music in the form of Tupac Shakur’s iconic song ‘Changes,’ which samples the original Bruce Hornsby and the Range single, ‘The Way It Is,’ creating a synergy that pulls at the heartstrings while conjuring a universal sense of belonging.