Lee Min-ho, Maluma and More Front BOSS' Star-studded Fall/Winter 2023 Campaign
The sleek campaign also introduces American football quarterback, Patrick Mahomes, and British actress, Suki Waterhouse, as new brand ambassadors for the German label.
Last year, Boss orchestrated a spellbinding brand revitalization, unveiling the motto for its next chapter: “BOSSes aren’t born. They’re made.” This concept of confidence delved into the hidden origin stories of individuals, a symphony of diverse trailblazers spanning various domains, each an embodiment of the brand's quintessence of being a genuine “Boss.”
Continuing on their message, the German label has revealed their star-studded Fall/Winter 2023 campaign featuring a whole host of bosses in their own right — Dapper South Korean actor Lee Min-ho, iconic supermodel Naomi Campbell, Gigi Hadid, and Colombian artist Maluma alongside TikTok influencer Khaby Lame and Kansas City Chiefs quarterback Patrick Mahomes. Most notably, this campaign reveals BOSS' brand new house ambassadors to join the aforementioned illustrious group — actress and singer-songwriter Suki Waterhouse and tennis ace Matteo Berrentini.
The Fall/Winter 2023 pieces featured clearly sees BOSS' significant shift back to focus on their strength, immaculate tailoring. Photographed by Swedish artist Mikael Jansson under the guidance of creative director Trey Laird and his agency, Team Laird, the campaign showcases the cast in the designs that have characterised recent Boss collections. Following an outstanding Miami show paying homage to early-2000s music videos, the Fall/Winter 2023 collection highlights nonchalant suiting, opulent coats, and exquisite knitwear, all draped in the brand's venerable trinity of camel, black, and white. The collection offers elevated essentials for both men’s and women’s wear, exuding a universal androgynous appeal.
Complementing the campaign, an accompanying video has been released. In this sleek black-and-white film set to Tupac's ‘Changes,’ the featured bosses narrate their paths to greatness, radiating unmistakable boss energy.
