Boss Reveals All-Star Cast for Fall/Winter Campaign
Boss has unveiled its fall/winter advertising campaign featuring a star-studded lineup led by its newest partner, David Beckham. In May, the soccer star signed a multiyear global partnership with Hugo Boss to create a collection for the Boss brand starting with the spring ’25 season and to appear in its campaigns.
The new campaign also includes Nigerian singer-songwriter Burna Boy, South Korean actor and model Lee Jong-Suk, Italian tennis player Matteo Berrettini, and Brazilian supermodel Gisele Bündchen. Furthermore, Naomi Campbell is back as a brand ambassador for licenses.
This season, the company’s Be Your Own Boss campaign has been updated with a new tagline: It’s for Life, aiming to inspire people to commit to their guiding principles for life. The campaign, featuring videos for each celebrity, will launch on social media and outdoor advertising in 15 key cities worldwide.
On Wednesday, the fall collection will be available at Boss stores globally, online, and at wholesale partners. In July, Hugo Boss revised its forecast for the year downward due to global challenges impacting consumer demand. Sales fell 1 percent over the second quarter to 1.01 billion euros compared to 1.02 billion euros in the same period last year.
