In the #BeYourOwnBOSS spring-summer 2024 campaign, self-determination and style converge to create a visual statement of confidence and a forward-looking vision. The advertisement unfolds with South Korean actor Lee Min-ho and Italian tennis ace Matteo Berrettini, who bring the collection’s philosophy to life.
Through Mikael Jansson’s lens, these campaign stars are framed within a labyrinth of light and shadow, an allegory for life’s pivotal journeys and choices.
BOSS Spring/Summer 2024 Advertisement
The BOSS menswear collection marries the ease of spring with the practicality required for a life in full stride. The lineup is a showcase of precise tailoring and nuanced design.
A standout is an ensemble featuring a sand-hued suit, its clean lines, and a relaxed fit captured in a setting that reflects the collection’s sleek aesthetic. It’s complemented by footwear that seamlessly transitions from the boardroom to the social scene, epitomizing the collection’s adaptability.
Similarly, a tactile, camel-toned sweater paired with contrasting cream trousers embodies BOSS’ commitment to versatility, suitable for the man in constant motion.
This season, the fashion brand has taken a stride into the future of advertising by unveiling a hologram display featuring Lee Min-ho. This captivating blend of fashion and technology illustrates the brand’s innovative spirit.
The new BOSS campaign transcends traditional boundaries and invites the world to witness the fusion of high fashion with advanced technology. The result is an ad that resonates with the rhythm of modern life and the multifaceted identity of the BOSS man.
As the spring-summer 2024 collection becomes available to a global audience, BOSS encourages everyone to embrace the power of personal choice, which is central to the #BeYourOwnBOSS campaign. It’s a sartorial invitation to enter a season celebrating individuality and the tailored sophistication that BOSS consistently delivers.
