BOSS continues to define modern tailoring with its Fall Winter 2024 campaign, aptly titled “It’s For Life.” Bringing together a diverse ensemble of globally renowned talents, the campaign embodies a new chapter in the brand’s iconic story. Leading the all-star cast is legendary British footballer and style icon David Beckham, making his debut appearance since announcing his strategic partnership and multi-year collaboration with BOSS. Joining him are Nigerian singer-songwriter Burna Boy, South Korean actor Lee Jong-suk, Brazilian supermodel Gisele Bündchen, and fashion icon Naomi Campbell. This season, Campbell also serves as the ambassador for BOSS Watches, Jewelry, and Eyewear, while Italian tennis player Matteo Berrettini returns in the same ambassadorial role.
Since launching the #BeYourOwnBOSS initiative, BOSS has championed the ethos of self-determination and confidence. This Fall Winter, the brand takes this concept further, emphasizing that being your own BOSS is a lifelong commitment. “It’s great to be a part of this BOSS campaign for Fall Winter 2024, marking an exciting start to my long-term ambassadorship with BOSS,” Beckham stated, underscoring his dedication to the brand’s vision.
The campaign showcases each talent dressed in the latest BOSS styles, revealing their personal guiding principles that have shaped their journeys. The collection offers a versatile wardrobe that caters to every aspect of a 24/7 lifestyle. Signature BOSS suiting is redefined with bold, modern silhouettes, delivering a fresh perspective ideal for the colder months. The campaign’s set, featuring an elevated office environment with tailored looks and corporate elements, builds upon the “CorpCore” theme that debuted at the BOSS Fall/Winter 2023 show.
To amplify the launch, BOSS has devised a comprehensive 360-degree marketing strategy. This includes large-scale outdoor advertising across 29 major cities worldwide. Online, BOSS is set to further engage its audience with the introduction of a new Instagram broadcast channel, ensuring constant interaction with its community. The brand will also leverage Threads to feature behind-the-scenes audio clips with the campaign’s stars, while interactive polls and questions will invite fans to share their perspectives, driving engagement and anticipation.
Available from August 28, 2024, the Fall Winter collection can be found at BOSS stores globally, on boss.com, and through selected wholesale partners. The menswear line reimagines office attire with sharp suiting and outerwear featuring strong shoulders and sleek ties, elevating classic workwear staples. Notably, two standout pieces are crafted from Bisontex, a luxurious blend of bison wool and cashmere, in a unique sandy grey-brown shade.
Captured by the lens of acclaimed photographer Mikael Jansson and creatively directed by Trey Laird and Team Laird, the campaign reinforces BOSS’s commitment to style, self-expression, and lifelong dedication to being your own BOSS.
