The Co-Designed Line Emphasizes Boss’ Further Push Into Womenswear
Boss is partnering with supermodel and brand ambassador Naomi Campbell on a special capsule collection launching Thursday, February 15th. Dubbed Naomi x Boss, the 44-piece line is geared towards the modern traveler and features essentials in modern silhouettes with the brand’s signature tailoring, along with outerwear, pieces created from custom technical fabrics, leisure styles, and footwear.
Fabrics range from cashmere and cupro to jerseys and the color palette includes a bold purple to complement the black, white, and almond.
The collection will retail for $78 to $895.
The brand’s relationship with Campbell started with the winter 2022 collection, when she was featured in the campaign and also opened the runway show.
The brand’s relationship with Campbell started with the winter 2022 collection, when she was featured in the campaign and also opened the runway show.
To introduce the collection, Campbell will be featured in a campaign shot by Mikael Jansson under the creative direction of Trey Laird and his agency Team Laird, and styled by Jenke Ahmed Tailly. Georgia Palmer and Alton Mason are featured in the campaign along with Campbell.
The images will be used online as well as for window displays and digital screens in Boss stores — some of which will host special events to celebrate the launch — as well as outdoor advertising in major cities such as New York and London.
The introduction of the capsule is intended to increase the focus on Boss’ women’s business. The category accounted for about 73 million euros of sales in the third quarter of last year and the plan is to increase that figure to about 500 million euros, or about 10 percent of sales, by 2025.