Matteo Berrettini & Lee Min-ho Return for Boss Spring 2024 Ad

The Fashionisto

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Published February 6, 2024

Striking a pose in sheer sophistication, Matteo Berrettini fronts the BOSS spring-summer 2024 advertisement.Pin
Striking a pose in sheer sophistication, Matteo Berrettini fronts the BOSS spring-summer 2024 advertisement. Photo: Mikael Jansson / BOSS

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

Lee Minho poses against a minimalist backdrop for the BOSS spring-summer 2024 campaign, wearing a beige suit.Pin
Lee Min-ho, wearing a beige suit, poses against a minimalist backdrop for the BOSS spring-summer 2024 campaign. Photo: Mikael Jansson / BOSS

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.

Texture takes center stage in BOSS's spring-summer 2024 campaign as Matteo Berrettini dons a rich, camel-hued sweater.Pin
Texture takes center stage in BOSS’s spring-summer 2024 campaign as Matteo Berrettini dons a rich, camel-hued sweater. Photo: Mikael Jansson / BOSS

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.

Lee Minho sports a layered look, crowned by a classic trench coat for the BOSS spring-summer 2024 ad.Pin
Lee Min-ho sports a layered look, crowned by a classic trench coat for the BOSS spring-summer 2024 ad. Photo: Mikael Jansson / BOSS

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.

Matteo Berrettini dons a pristine double-breasted jacket for BOSS' spring-summer 2024 campaign.Pin
Matteo Berrettini dons a pristine double-breasted jacket for BOSS’ spring-summer 2024 campaign. Photo: Mikael Jansson / BOSS

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.


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