BOSS unveiled their spring-summer 2024 campaign featuring new and famed faces such as Brazilian model Gisele Bündchen and British model Adwoa Aboah.
Titled, The Choice Is Yours: #BeYourOwnBOSS, the campaign encourages a confident, self-determined life of style and forward-thinking, advocating that one’s Boss lies within oneself.
Gisele Bündchen for BOSS SS24
The campaign features various famed names aside from Aboah and Bündchen, such as Boss Ambassador and actor Lee Minho and tennis player Matteo Berrettini, alongside singer and actress Suki Waterhouse, Brand Ambassador for Boss Watches, Jewellery and Eyewear.
The shoot captures the talent coming out from the shadows and into light, metaphorically representing how influential our life choices are.
Adwoa Aboah for BOSS SS24
The design themes behind the SS24 collection are focused on elegance and demonstrate a muted colour palette with a modern twist on classic pieces, with each piece making up a staple wardrobe with garments for any occasion.
Suits are reworked into contemporary silhouettes, and light shades and delicate textures provide fluidity and opacity to the collection, showcasing a new perspective.
Lee Minho for BOSS SS24
The Double B monogram is seen throughout the range and is featured on garments and various accessories. It is incorporated into designs and symbolises the true nature of Boss, people who aren’t afraid to be bold.
by Nicole Pereira