2 Sep 2023 By May Ng

The Boss Fall/Winter 2023 campaign delves deeper into the inspiring stories that define a boss

When the galvanizing #BeYourOwnBOSS motto was first introduced during the BOSS brand refresh in 2022, the personal layers and countless stories that lie behind this idea were just beginning to surface. The origin-story follow-up then presented the slogan: ‘BOSSes aren’t born. They’re made.’ This uplifting concept delved deeper into the lives of these individuals and presented the audience the idea that grit, pain, and lessons learned are all milestones that make a BOSS. That personal journey is what embodies their strength of character, enriches their story, and humanizes them in a way that invokes respect and emboldens a broader audience. For the upcoming Fall/Winter 2023 collection and its accompanying campaign, BOSS puts the spotlight back onto a selection of top stars and influential ambassadors to explore what it is that defines them as a genuine BOSS.

The Fall/Winter 2023 collection delivers a blend of sophisticated textures infused with a laid-back approach, embodying the BOSS brand ethos of self-determination and distinctive tailoring. Comprising elevated styles with a retro-modern feel, it features standout colors and nature-inspired prints alongside the brand’s iconic palette of black, white, and camel. A striking spectrum of gray tones augments and elevates the mood of the campaign, bringing added visual richness to the overall look and feel.

Gigi Hadid
Khaby Lame
Lee Min Ho 李敏鎬
Matteo Berrettini
Naomi Campbell
Patrick Mahomes
Suki Waterhouse