This season, BOSS shines the spotlight on a new generation of visionaries in the campaign dedicated to the Spring/Summer 2026 collection. The protagonists are powerful voices who embody the concept “Be the Next”, leaders who inspire and open new paths through the courage to push beyond their limits, transforming self confidence into a true force for change.
Two magnetic presences that illuminate the story of the new season are actors Meghann Fahy and Corey Mylchreest. The American actress has established herself as one of Hollywood’s most sought after talents through roles in “The White Lotus” and “The Perfect Couple”, while British actor Corey Mylchreest captured audiences in “Queen Charlotte: A Bridgerton Story”.
This successful duo is joined by S.COUPS, the K pop superstar and leader of the group SEVENTEEN, who returns as ambassador after a memorable finale on the runway in Milan, and British model Sacha Quenby, whose hypnotic presence continues to define the modern vision of style.
The campaign captures the protagonists in an immaculate, completely white setting, as they descend a luminous staircase wearing the key pieces of the new collection. In a warm interplay of light and shadow, each shares their own aspirations, offering a glimpse into the essential pieces of the BOSS wardrobe.
The focus falls on impeccable tailoring that breathes. The oversized cream wool vest becomes the new statement piece, replacing the classic blazer on hot days, worn with wide leg trousers in fluid twill. The wrap dress in stretch cotton, marked by a modern belt with a D ring, redefines the feminine silhouette with studied simplicity.
In the outerwear area, BOSS proposes a relaxation of shapes. The iconic beige trench coat is reinterpreted in a shorter and lighter version, while the chocolate leather jacket surprises through its versatility, with volume that can be adjusted through an ingenious inner drawstring.
Statement accessory: The BOSS Revers Bag
Inspired by the architectural lines of a jacket lapel, the new carryall bag in fine leather is the piece you cannot part with. It is a design that combines utility with aesthetic precision, ready to accompany the fast pace of a dynamic life.
BOSS is created for bold and determined individuals who live their lives by their own rules, with passion, style and a clear purpose. The collections offer dynamic and modern designs for those who fully embrace their personality, being their own “BOSS”. The brand’s heritage in the art of tailoring, high performance suits, casual pieces, denim, the athleisure line and accessories respond to the style needs of demanding consumers. Fragrances, eyewear, watches and licensed children’s collections complete the brand universe, which can be experienced in approximately 500 own stores worldwide.
BOSS is the core brand of HUGO BOSS, one of the leading companies in the premium segment of the global apparel market. The group offers collections in 129 countries, in more than 8,000 points of sale, and online in 74 countries through hugoboss.com. With more than 18,500 employees worldwide, the company headquartered in Metzingen, Germany reported sales of EUR 4.3 billion in the 2024 fiscal year.
The entire BOSS SS26 universe, from clothing pieces to watches and sunglasses, will be presented globally through a 360 campaign and will be available in BOSS stores, on boss.com and through selected partners.
CAMPAIGN DETAILS
Cast Corey Mylchreest, Meghann Fahy, S.COUPS and Sacha Quenby
Photographer Mikael Jansson
Creative Direction Trey Laird and Team Laird
