BOSS features a star-studded international cast for its #BeYourOwnBOSS campaign for spring-summer 2022. Mikael Jansson collaborates with the German fashion house once more for the season. Jansson travels the world to photograph BOSS’s dynamic stars for the spring collection.
BOSS Spring/Summer 2022 Campaign
The campaign for BOSS’ spring-summer 2022 collection features British boxer Anthony Joshua, American rapper Future, Senegalese TikTok star Khaby Lame, South Korean actor Lee Min-ho, and Italian tennis player Matteo Berrettini. Mikael Jansson photographs striking portraits of BOSS’ advertising stars against neutral backgrounds. The well-dressed men wear a mix of sporty leisurewear and tailoring.
“We are absolutely thrilled by this amazing cast for BOSS. The talents and personalities of the campaign perfectly embody what a boss stands for today,” says Hugo Boss AG CEO Daniel Grieder. “Delving into the more personal, emotive, and thoughtful aspects of being a boss in today’s world helps us connect in a more concrete and tangible way to millennials.”