BOSS unveils the Fall/Winter 2025 campaign – a manifesto for the new generation of leaders

This season, BOSS once again raises the bar, exploring the power of being yourself through a campaign that redefines the idea of personal style and ambition. Under the iconic “Be Your Own BOSS” platform, the new chapter focuses on one simple yet essential word: “Be” – a call for authenticity and courage.

At the heart of the story are two rising talents: Aaron Pierre, the British actor with classical training, chosen as the future superhero of DC Studios, and Ishaan Khatter, the Indian talent conquering Hollywood after his Cannes success with the lead role in HOMEBOUND. The two embody the energy, determination, and magnetism of a generation that refuses to follow in others’ footsteps and instead carves its own path.

They are joined by familiar faces from the BOSS universe: S.COUPS, the K-pop superstar and leader of the band SEVENTEEN; Taylor Fritz, the breakthrough star of the professional tennis circuit; and Amelia Gray, the model dominating international runways. Together, this powerful cast represents a diverse world united by ambition and the desire to inspire.

The campaign, shot by visionary Mikael Jansson under the creative direction of Trey Laird & Team Laird, captures the talents traveling through a symbolic tunnel toward a dazzling light – an image of their dreams and achievements. Intimate portraits reveal strong individualities wrapped in the sophisticated textures and harmonious tones of the BOSS Fall/Winter 2025 collection.

The new collection reinterprets the elegance of the cold season through surprising contrasts: sage green and deep grays juxtaposed with rich chocolate tones. The looks are completed with statement accessories – watches, jewelry, and sleek eyewear worn by S.COUPS, Fritz, Gray, and Parker Van Noord.

Globally, the campaign will be supported by a comprehensive 360° communication strategy, with spectacular outdoor presence in major capitals. The collection is already available in BOSS stores, on boss.com, and in select partner networks.

With this launch, BOSS continues to celebrate people who live with style, passion, and purpose – those who choose to be their own BOSS and inspire the world through the power of their own story.

Credits:
Cast: Aaron Pierre, Taylor Fritz, S.COUPS, Ishaan Khatter, and Amelia Gray
Director of Photography: Mikael Jansson
Creative Direction: Trey Laird & Team Laird