BOSS AW24 – All-Star Campaign Featuring David Beckham, Naomi Campbell, Lee Jong-suk and Burna Boy
Few brands remain as consistently influential as BOSS. This season, the brand is back with a new campaign that promises to be as iconic as its all-star cast. For the AW24 collection, BOSS has tapped into the power of “corpcore-inspired” tailoring, bringing together an impressive lineup of global talent to showcase its latest offerings.
David Beckham, the legendary British footballer and global style icon, makes his first appearance in this campaign following the announcement of his strategic partnership with BOSS. This collaboration marks the beginning of a multi-year journey that will see Beckham play a pivotal role in shaping the brand’s future collections. His involvement signals a new chapter for BOSS, blending Beckham’s effortless style with the brand’s signature sophistication.
Icons of the BOSS AW24 Campaign
Joining Beckham in this high-profile campaign are some of the most recognised names in fashion and entertainment. Nigerian singer-songwriter Burna Boy, who has been making waves on the global music scene and who we fawned over for his performances at Glastonbury Festival and St Kitts Music Festival respectively. South Korean actor Lee Jong-suk also makes an appearance, bringing his sleek, modern aesthetic to the campaign.
Returning to the BOSS fold are iconic supermodels Gisele Bündchen and Naomi Campbell. Naomi, who this season also takes on the role of brand ambassador for BOSS Watches, Jewellery, and Eyewear, continues to be a FAULTLess symbol of timeless beauty and strength. Italian tennis star Matteo Berrettini also returns as a brand ambassador, lending his athletic edge to the mix.
Boss AW24 Corpcore-Inspired Tailoring: A Masterclass in Modern Fashion
The collection itself is a masterclass in modern tailoring. For menswear, the focus is on strong, structured silhouettes that echo the “corpcore” theme. Key pieces include a rear-zip blazer in pinstriped virgin wool, perfectly paired with matching trousers, and a wrap-front coat in crocodile-embossed leather. These pieces exemplify the BOSS ethos of confidence and individuality, encouraging wearers to be their own BOSS in every aspect of life.
Womenswear is equally compelling, with a reinvigorated approach to power suiting. The collection features novel fits, rich textures, and strong shoulder shapes that are as empowering as they are stylish. Standout pieces include a two-piece suit in ultra-soft cashmere-wool, mirroring the menswear collection, and a trench coat that is both luxurious and versatile.
The campaign, shot by renowned photographer Mikael Jansson, under the creative direction of Trey Laird and Team Laird, captures the essence of BOSS: bold, confident, and unapologetically stylish. The imagery not only showcases the clothing but also the personal guiding principles of each talent, making a statement that being your own BOSS isn’t just a fleeting moment—it’s for life.
With its star-studded cast and a collection that blends innovation with classic style, BOSS is once again proving why it remains a leader in the global fashion industry.
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