The #BeYourOwnBOSS support campaign champions an autonomous life, fueled by self-confidence, style, and vision. This season, self-assurance takes center stage, emphasizing that the choice is yours, and the decision to be your own BOSS is in your hands. For the Spring/Summer 2024 collection, BOSS enlisted internationally renowned celebrities to portray this motivational narrative. The global campaign features new recognizable faces, including Brazilian supermodel Gisele Bündchen, British model Adwoa Aboah, along with established BOSS ambassadors, South Korean actor Lee Minho, and Italian tennis player Matteo Berrettini. British singer and actress Suki Waterhouse returns as a brand ambassador for BOSS watches, jewelry, and eyewear.
In the new campaign, each protagonist is placed in a labyrinth, moving from darkness to light – metaphorically representing how crucial the choices we make in life are for our destiny. The BOSS Spring/Summer 2024 collection builds on design elements showcased at the Miami fashion show, featuring a discreet and sophisticated color palette on contemporary interpretations of classic pieces. The collection offers a selection for a complete wardrobe for any occasion, catering to a full lifestyle. The well-known BOSS suits are reinterpreted in a suite of modern and powerful silhouettes. Soft shades, light fabrics, and contrasts – fluidity and structure; opacity and translucency – provide a refreshed perspective, ideal for elegance in the warm season.
A recurring central motif is the double B monogram, present on many items, whether clothing or accessories. This distinctive detail, with its intertwined design, embodies the spirit of a true BOSS – a bold individual, unafraid to take a strong stance. The double B monogram also features prominently in the extensive digital campaign. The motif will be recreated in oversized 3D images, using hyper-realistic CGI technology in iconic locations around the world. Under the slogan “Double B, Every Me,” nearly 100 brand ambassadors, celebrities, athletes, and digital influencers will create original content for Instagram and TikTok. These personalities will express themselves in their unique style while wearing pieces from the double B monogram collection – demonstrating that there are many ways to be your own BOSS. Fans of the brand will be invited to join the campaign, using a unique Instagram filter.
The campaign debuted from sunset on January 31st to sunrise on February 1st, when BOSS projected a 10-meter-tall hologram of ambassadors Lee Minho and Gisele Bündchen in Potters Fields Park in London, near the iconic Tower Bridge. BOSS is the first fashion brand to launch a global campaign with a large-scale hologram, paving the way for unlimited possibilities in outdoor advertising. This impactful visual display will create captivating content for the brand’s social media channels.
“Innovation plays a prominent role in our strategy to make a large-scale impact on consumers and create something fascinating. The hologram is the latest expression of our explorations and curiosity to harness the power of technology in brand communication. Its novelty helps us create captivating content with tremendous viral potential and memorability, offering a new experience to our audience, resulting in positive associations with our brand. Last but not least, we seek support and encourage consumers to intensely interact with our brand, as well as to discover and purchase our products,” says Nadia Kokni, Global Marketing and Brand Communications SVP at HUGO BOSS.
The BOSS Spring/Summer 2024 collection is available from January 31st, 2024, in BOSS stores worldwide and on boss.com, as well as through our partners. It will be supported by a comprehensive 360° marketing campaign amplified in social media and with large-scale outdoor visuals in key cities around the world.
