BOSS is taking its signature message of empowerment to a new level with its Fall/Winter 2024 campaign, titled “It’s For Life.” This all-star campaign features heavy-weights like Gisele Bündchen and David Beckham. This is David’s first appearance for the brand since their announced partnership.
Joining Beckham are singer-songwriter Burna Boy, actor Lee Jong-suk, supermodels and Naomi Campbell (now a BOSS Watches, Jewellery and Eyewear ambassador), and tennis star Matteo Berrettini (BOSS Watches, Jewelry and Eyewear ambassador). The campaign builds on the brand’s #BeYourOwnBOSS message, emphasizing that self-determination and confidence are lifelong commitments. The cast is featured in sleek, modern BOSS looks, reflecting the collection’s focus on a 24/7 lifestyle.
Signature suiting gets a refresh with strong silhouettes, perfect for the upcoming colder months. The campaign takes inspiration from the “CorpCore” theme seen in the BOSS Fall/Winter 2023 show, featuring elevated office settings and tailored looks. The campaign will be supported by a global marketing blitz, including large-scale outdoor advertising in 29 major cities.
Online, BOSS is launching a new Instagram broadcast channel and engaging fans on Threads with behind-the-scenes content and interactive elements. The Fall/Winter 2024 collection offers a complete wardrobe for all occasions. The men’s collection features redefined office staples like sharp suiting and outerwear with strong shoulders, .