Boss FW23 campaign with Naomi, Xabi Lame and Berrettini

Boss unveiled the FW23 campaign, unleashing the power of its community with top models Naomi Campbell and Gigi Hadid, as well as Matteo Berrettini and Xabi Lame.

Nearly two years after the facelift in January 2022, Boss has continued to gain momentum with the release of the new FW23 campaign today. The brand became even closer to its community and decided to continue the motto “Be your own BOSS“by telling the stories and strength of character of its protagonists. Testimonials, stars and ambassadors came from different sectors and shared their personal and intimate stories to inspire others. World famous faces such as Naomi Campbell, Maluma, Lee Minho, Gigi Hadid, Xabi Lame and Matteo Berrettini.

New names introduced this season? American football quarterback Patrick Mahomes and British actress Suki Waterhouse. Short black and white videos draw attention to these bosses and tell inspiring stories. In things from the new collection against the backdrop of archival footage. Each video has emotional background music that evokes a sense of universal belonging.

Boss FW23

The FW23 collection offers sophisticated textures but with a relaxed style, embodying the Boss spirit of self-definition and tailoring. Custom design with retro-modern touches, bold colors and nature-inspired prints. Complemented by the iconic palette of black, white and light brown, as well as a striking range of gray tones that add visual richness to the overall look.

Photographed by Mikael Jansson and creatively directed by Trey Laird, the new campaign’s motivational approach delivers a touching portrait of top celebrities, in line with the group’s goal to increase the global appeal of their brands.

Then, between September and October, as part of Fashion Month, the fashion house will partner with TikTok for a unique interactive experience. The details of the initiative are still being kept under wraps. However, it is known that the supercollaboratory will be creating style-related content to further reach the increasingly relevant TikTok audience while leveraging the influence of global brand ambassador and TikTok’s greatest creator Xabi Lame.

Other campaign images