Blend of Elegance and Flair: Embrace BOSS’s new collection fusing modern designs with classic undertones.
The eminent fashion brand BOSS recently rejuvenated its branding in 2022 with the spirited #BeYourOwnBOSS motto, emphasizing that strength, resilience, and determination are the hallmarks of a true “BOSS.” This inspiring sentiment was accentuated with the tagline, ‘BOSSes aren’t born. They’re made.’, highlighting that every hurdle overcome and lesson learned adds to an individual’s powerful story.
In its upcoming Fall/Winter 2023 collection, BOSS shifts the focus back onto a diverse group of renowned personalities to unearth the experiences that have crowned them as true leaders in their domains. From supermodel Naomi Campbell to the dynamic tennis star Matteo Berrettini and TikTok sensation Khaby Lame, BOSS dives deep into their individual narratives.
What’s more, new faces grace the brand’s ambassador roster: American footballer Patrick Mahomes and talented British actress Suki Waterhouse. Through evocative black-and-white videos, BOSS captures these figures recounting their personal stories, accentuated by poignant background music – Tupac Shakur’s legendary ‘Changes’, which echoes the essence of the brand’s motto.
The collection itself, with its unique blend of elegance and casual flair, seamlessly embodies BOSS’s philosophy. A symphony of modern designs intertwined with retro vibes, coupled with nature-inspired prints, forms the centerpiece of this release. The extensive use of grayscale adds depth, while the conventional colors of black, white, and camel remain prominently featured, cementing the brand’s classic identity.
Captured exquisitely by Mikael Jansson, with creative oversight by Trey Laird and his agency, Team Laird, the campaign adeptly intertwines the tales of these iconic figures, further establishing HUGO BOSS Group’s aspiration to escalate its brands’ global allure. This September and October, during the coveted fashion month, BOSS is also unveiling an interactive venture in collaboration with TikTok, keenly capitalizing on the platform’s soaring user base.
The global outreach of the campaign will be further solidified by extensive outdoor advertising across key cities, and BOSS stores globally are prepped to mirror the campaign’s aesthetics. An exclusive section on BOSS.com will also be dedicated to heralding the campaign’s debut, while simultaneously spotlighting this season’s prime offerings.
BOSS, under the vast umbrella of HUGO BOSS, stands as a beacon for bold individuals who tread their paths with fervor, style, and a distinct sense of purpose. The brand’s extensive offerings – from classic tailoring and athleisure to fragrances and eyewear – encapsulate the multifaceted needs of its discerning clientele. With a presence in over 400 stores across the globe and a recorded sales of EUR 3.7 billion in 2022, BOSS continues to reign as a stalwart in the premium fashion segment.
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