BOSS SS23 CAMPAIGN SHOWCASES HOW A BOSS IS MADE
On the heels of an incredibly momentous year and a highly successful brand refresh, the Spring/Summer 2023 campaign from BOSS provides a celebrity-filled exploration of what it takes to become a BOSS. The new season takes a closer look at the building blocks behind the empowering motto “Be your own BOSS,” while inspiring others to embrace their full potential and live life on their own terms – with confidence, style and a forward-looking vision.
The heart of the campaign showcases six leading talents from various fields sharing their origin stories to inspire individuals to embrace their destiny: British supermodel Naomi Campbell, Colombian singer Maluma, American supermodel Gigi Hadid,South Korean actor Lee Minho, next-generation Italian TikTok creator Khaby Lame and Italian tennis player Matteo Berrettini. Each of these celebrated and globally recognized talents overcame obstacles and personal struggles to become their own BOSS. 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.
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 color palette of black, white, and camel.