The SS24 campaign continues the narrative started with the #BeYourOwnBOSS movement by focusing on self-determination and the power of personal choice.
A star-studded international cast of Gisele Bündchen, Lee Minho, Adwoa Aboah, Suki Waterhouse and Matteo Berrettini illustrate this touching story that advocates self-confidence by underlining that the power to be your own BOSS lies within you. In it, the protagonists make their way through a labyrinthine environment as they move towards the light. A poetic way of depicting life choices.
The SS24 collection is inspired by the motifs presented during the show held in Miami in March 2023, where neutral tones and the reinterpretation of some of the most classic garments were the protagonists of the proposal. In this way, we find a versatile and dynamic selection where the pieces stand as everyday essentials with soft colours, light textures and contrasts.
The recurring Double B motif, present in many of the designs, is a key element of the new collection. Through its interlocking structure, it symbolises the spirit of the true BOSS: a bold person who is not afraid to be different.
To celebrate the launch, BOSS will project a 10-metre-high hologram of official ambassadors Lee Minho and Gisele Bündchen in London’s Potters Fields Park. This is the first time a fashion brand has launched a global campaign using a large-scale hologram.
As of today, 31 January, all pieces from the collection are available in BOSS boutiques and on the official BOSS website.
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