*New Campaign
BOSS Fall/Winter 2023
A Fusion of Storytelling & Digital Engagement
written Amanda Morentson
When BOSS reintroduced itself with the mantra #BeYourOwnBOSS in 2022, it was the opening notes of a tune that was set to redefine boss culture.
"BOSSes are not born. They are made," the brand declared, tapping into the zeitgeist of grit, trials, and learned lessons. It was a shoutout to every individual's personal journey, highlighting the resilience that shaped them.
BOSS Global Campaign FALL/WINTER 2023
Gigi Hadid seen by Mikael Jansson
(c) BOSS
As Fall/Winter 2023 dawns, BOSS zeroes in on the narratives of renowned ambassadors, giving a voice to their silent battles and echoing tales of audacity. A constellation of global stars – Naomi Campbell, Maluma, Lee Minho, Gigi Hadid, Khaby Lame, and Matteo Berrettini, to name a few – align for this season's showcase. Joining the legendary lineup are newcomers: American football's Patrick Mahomes and British actress Suki Waterhouse. In a poignant series of monochromatic clips, the ambassadors share glimpses of the inspirations behind their individual success stories. The soulful chords of Tupac Shakur's "Changes", a spin on Bruce Hornsby and the Range's "The Way It Is", serves as an evocative backdrop, tugging at the heartstrings.
True to BOSS's signature style, the Fall/Winter 2023 collection marries sartorial elegance with self-assured swagger. Retro-modern cuts painted in a palette of nature-inspired prints, iconic blacks, whites, camels, and a surprising range of grays offer a feast for the eyes, crafting a visual narrative that's both classic and contemporary.
Photographed by the virtuoso Mikael Jansson and conceptualized under the creative aegis of Trey Laird and his agency, this campaign is not just a showcase, but a statement. It resonates with the brand's aspirations of global resonance, ensuring the world not only sees but feels the ethos of BOSS.
To solidify its global presence, massive outdoor ad campaigns will spring up in cities worldwide. BOSS outlets globally will echo the Fall/Winter 2023 essence in their storefronts and interiors. And for those digital aficionados, BOSS.com will unveil a dedicated space celebrating the campaign's essence and spotlighting the season's pivotal pieces.
BOSS's latest campaign is more than a fashion statement. It's a movement, a celebration of individual journeys, and a call to #BeYourOwnBOSS in every sense. Welcome to the world of BOSS, where style meets stories.
BOSS Global Campaign FALL/WINTER 2023
Khaby Lame seen by Mikael Jansson
(c) BOSS