Review of Naomi x Boss Spring 2024 Ad Campaign by Creative Director Trey Laird & Team Laird with Photographer Mikael Jansson with models Naomi Campbell, Georgia Palmer, Alton Mason
Naomi Campbell is a fashion icon and a pioneer for empowerment and inclusivity who lives her life like a genuine BOSS. Since she first appeared in the Fall/Winter 2022 global campaign, the brand has built on their synergistic relationship and is proud to present Naomi x BOSS, a dedicated capsule collection for sophisticated, contemporary travelers. Designed in close collaboration with the supermodel, the collection plays a major role in the brand’s growth-acceleration strategy in womenswear.
Inspired by Naomi’s fast-paced lifestyle, the capsule includes laid-back, iconic essentials that fit the 24/7 wardrobe of a BOSS – a woman who’s confident, unapologetically herself, and not afraid to make her mark in the world.
“You’ll find pieces in the collection that are versatile and comfortable. These are the kind of pieces that reflect my own lifestyle – always ready for the next adventure, but never compromising on style. There’s also an anti-crease feature, which means you can be on the move without worrying about wrinkles, and an anti-stress design in the fabric as well.” said Campbell.
“It’s always an honor to work with Naomi. She was very much involved and passionately invested in this project from the get-go. Of course, it was her idea to create a travel-themed collection, drawing on her own experiences, personal tastes, and preferences. She knows what she wants and shared meaningful creative input throughout the development process, mixing the BOSS fashion codes with her own iconic style. We had a lot of fun collaborating, working outside our comfort zones, and leaning on one another for insight with specific design challenges as we brought her unique vision to life through the BOSS lens,” said Marco Falcioni, SVP of Creative Direction at HUGO BOSS.
The collection launched on February 15 globally in BOSS Halo stores and with special pop-ups with key partners including Selfridges, London and Bloomingdales New York, supported by a 360 degree marketing campaign amplified across social media and a large-scale outdoor advertising campaign.
Naomi x Boss Creative Director | Marco Falcioni
Agency | Team Laird
Creative Director | Trey Laird
Photographer | Mikael Jansson
Models | Naomi Campbell, Georgia Palmer, Alton Mason
Stylist | Jenke Ahmed Tailly