For Fall/Winter 2022, BOSS delves deeper into what it means to be your own BOSS with a campaign capturing a group of today’s most influential stars.
Building on the incredible success of its brand refresh in early 2022, which established the new brand attitude of inspiring and empowering people to be their own BOSS, the new season sees the brand team up with a star-studded and diverse cast to explore this new attitude on an even deeper level.
The campaign provides the chance for meaningful, purposeful storytelling and connection with the BOSS community. Stars who inspire with their stories of what it takes to be your own BOSS take the spotlight. Next-generation TikTok creator Khaby Lame stars in the campaign, alongside Italian tennis player Matteo Berrettini, German runner Alica Schmidt and British boxer Anthony Joshua. These global brand ambassadors, introduced in the brand refresh campaign last January, each have strategic partnerships and co-designed capsule collections with BOSS.
For the first time in BOSS campaign history, legendary British supermodel Naomi Campbell joins the cast. American model Kendall Jenner, world-famous American rapper Future, and South Korean singer and actor Lee Min-ho round out the luminary talents in the campaign, where they talk in their own words about what makes a BOSS.