BOSS’s ‘CorpCore’ — where power meets modern luxury.
BOSS has pulled out all the stops with its latest campaign, bringing together an ensemble of global icons to usher in a bold new era for the brand. Making headlines is none other than legendary British footballer and style maven David Beckham, who graces the campaign with his first appearance since forging a strategic partnership and multi-year collaboration with BOSS.
Joining him are a roster of international heavyweights, including Nigerian music sensation Burna Boy, South Korean actor Lee Jong-suk, and the ever-stunning Brazilian supermodel Gisele Bündchen. This powerhouse line-up also features the iconic Naomi Campbell, now also representing BOSS Watches, Jewelry, and Eyewear, alongside Italian tennis star Matteo Berrettini, who continues his role as a brand ambassador for the same BOSS accessories.
Since the inception of the #BeYourOwnBOSS campaign, BOSS has championed a message of self-empowerment, urging individuals to live life on their terms with confidence and style. For the Fall/Winter 2024 season, the brand takes this philosophy to the next level, emphasizing that the journey to becoming your own BOSS isn’t a fleeting moment—it’s a lifelong commitment.
“It’s an honour to be part of this BOSS campaign for Fall/Winter 2024, marking the beginning of my long-term ambassadorship with the brand.”
– David Beckham
In this new campaign, the featured talents, impeccably dressed in the latest BOSS fashions, share their personal mantras for navigating life’s journey. The Fall/Winter 2024 collection is designed to meet the demands of a 24/7 lifestyle, offering a versatile wardrobe for every occasion.
The iconic BOSS suiting is reimagined this season with bold, modern cuts, perfectly suited for the colder months. In a striking visual, each talent is seen writing down their guiding principles, set against the backdrop of an elevated office environment, drawing from the “CorpCore” theme introduced at the BOSS Fall/Winter 2023 show. The collection redefines office wear, showcasing sharp suiting and outerwear with strong, structured shoulders, while smart ties add a polished touch, delivering a powerful update to classic workwear.
For menswear, standout pieces crafted from Bisontex—a unique blend of bison wool and cashmere in a sophisticated sandy grey-brown shade—are introduced. In womenswear, power suiting takes centre stage with luxurious fabrics, innovative cuts, and bold shoulder designs. Highlights include a rear-zip blazer in pinstriped virgin wool paired with a sleek pencil skirt, as well as a wrap-front coat in crocodile-embossed leather. The tailored looks and corporate-inspired aesthetics are further refined and expanded in this campaign, featuring a two-piece suit and a trench coat made from the same ultra-soft cashmere-wool blend seen in the menswear line.
To amplify the launch, BOSS is rolling out a comprehensive 360-degree marketing campaign, featuring large-scale outdoor ads in 29 key cities worldwide. Online, BOSS is set to engage with its community like never before, launching a new Instagram broadcast channel in sync with the campaign. On Threads, BOSS will offer exclusive behind-the-scenes audio clips featuring key talents, while interactive polls and questions will spark conversation and build anticipation around the campaign.
The Fall/Winter 2024 collection is available now, at BOSS stores globally, on boss.com, and through select wholesale partners.
