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Hot on the heels of a pivotal year and a successful brand refresh, BOSS launches the star-studded Spring/Summer 2023 campaign to explain what it takes to become a BOSS. The new season explores in depth the pillars that underpin the ‘Be Your Own BOSS’ tagline and invites us to unleash our full potential to live our own way with confidence, style and a vision for the future.


The centrepiece of the campaign features five leading talents from different spheres who will share their personal stories to inspire us to reach our full potential: British supermodel Naomi Campbell, Colombian singer Maluma, American supermodel Gigi Hadid, South Korean actor Lee Minho and Italian tennis player Matteo Berrettini.

Each of these renowned stars has overcome obstacles and personal hardships to become their own BOSS. The stories of their path to triumph, captured by photographer Mikael Jansson, are conveyed in emotionally charged words. These BOSS stars were always clear about what they wanted and achieved their goals through a series of personal decisions. Although they were destined to reach the top, they are the perfect embodiment of the fact that BOSS is not born, it is made.

It is a new opportunity to tell stories while connecting with the BOSS community. The fundamental aim of the campaign is to drive personal ambition while showcasing the new collection in a way that motivates and reminds us that any path we take in life can present countless twists and turns of fate. However, the journey to becoming who we are meant to be begins within.

The BOSS Spring/Summer 2023 collection campaign reflects a bold aesthetic that combines an urban spirit with a summery, casual vibe in the brand’s signature colour palette of black, white and camel. The result is a sophisticated yet relaxed collection where BOSS codes blend seamlessly, creating an elegant fusion of lightweight tailoring and cutting-edge sportswear.


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