Embrace who you are fully and unapologetically with BOSS, now open in The Mall, NUSTAR Resort and Casino. Known for its heritage tailoring and performance suiting, BOSS carries casual wear, denim, athleisure, and accessories. At the store opening last March 22, 2024, the brand unveiled their Spring/Summer 2024 campaign.
This season, BOSS inspires you to take the driver’s seat in your life and #BeYourOwnBOSS. The spotlight is on self-empowerment, emphasizing that the decision is in your hands. The #BeYourOwnBOSS movement promotes a self-directed life, encouraging us to own our confidence, style, and vision. After all, this is your life. Are you going to let somebody else take the reins?
The global campaign is represented by Brazilian supermodel Gisele Bündchen, British model Adwoa Aboah, South Korean actor Lee Minho, and Italian tennis player Matteo Berrettini. To symbolically portray the impact of pivotal life decisions, each ambassador is captured amidst a maze-like setting, moving out of the shadows and into the light. British singer and actress Suki Waterhouse also returns as the brand ambassador for BOSS watches, jewelry, and eyewear.
BOSS kicked off the #BeYourOwnBOSS campaign last January 31 to February 1 in Potters Fields Park, London, near the iconic Tower Bridge. To unveil the inaugural global campaign, BOSS revealed a groundbreaking 10m-high hologram of brand ambassadors Lee Minho and Gisele Bündchen, leading the fashion industry in a new era of outdoor advertising.
“Innovation has a prominent role in our strategy to achieve consumer impact at scale and create something intriguing. The hologram is the most current expression of our exploration and curiosity around harnessing the power of technology in our communications,” said Nadia Kokni, SVP of Global Marketing and Brand Communications at HUGO BOSS.
The BOSS Spring/Summer 2024 collection takes inspiration from the brand’s Miami fashion show. Reimagining the iconic BOSS suiting, it showcases a variety of bold and modern silhouettes. The collection provides a fresh perspective with muted colors, light textures, and contrasts as well as a full wardrobe selection for a 24/7 lifestyle. Dress for success, as they say.
BOSS is made for bold, self-determined individuals who live life on their own terms. These individuals have passion, style, and purpose, and know to never underestimate the power of a good outfit.
You’ll see the new Double B monogram featured on many pieces in this collection. This distinctive detail, with its interwoven design, captures the spirit of a true boss—a bold individual who isn’t afraid to make a statement.
BOSS debuted this monogram through a multi-pronged digital campaign. Using CGI technology, the motif was recreated in super-sized 3D images in iconic settings around the globe. Under the slogan “Double B, Every Me”, brand ambassadors talked about their different personalities while wearing pieces with the new Double B monogram, showing that there are different ways to #BeYourOwnBOSS.
The BOSS Spring/Summer 2024 collection is available at BOSS stores worldwide. In the Philippines, BOSS is exclusively distributed by Stores Specialists, Inc. You can also shop online at TRUNC, Rustan’s, and Zalora.
