BOSS unveils its Fall/ Winter 2020 campaign featuring brand Ambassador Li Yifeng. An iconic brand is once again made new, and the image of new age is re-shaped. BOSS celebrates a new generation leading the way into the future.
A new generation is wearing timeless styles in their own way, and a diverse group coming together and stepping forward into a new era.
Both the stills and the film are presented exclusively in black and white, reflecting the focus and direction of every BOSS individual as a new decade starts to unfold.
The campaign images were shot by Chinese fashion photographer Leslie Zhang, where GENERATIONS is interpreted from multiple angles with black and white clip art. The campaign illustrates how the instantly recognizable BOSS aesthetic is more relevant than ever in 2020. Li Yifeng is wearing BOSS Fall/ Winter 2020, brings fresh attitude and effortless confidence to tailoring and outerwear designs that fuse decades of tailoring experience with a new contemporary mood.
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