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Good morning and welcome to a “new” BOSS. This week, the German fashion house announced a historic refresh alongside its new Spring/Summer 2022 campaign. Who better to thrust the sleek and stylish sensibilities of the brand into a new and Millennial-fuelled age than Hailey Bieber, Kendall Jenner and Joan Smalls?
Aptly titled #BeYourOwnBoss, the newly unveiled campaign joins the acclaimed fashion photographer Mikael Jansson with the lineup of beloved models as well as world- famous American rapper Future, international TikTok star Khaby Lame, South Korean singer and actor Lee Min Ho, British professional boxer Anthony Joshua, Italian tennis champion Matteo Berrettini, and German runner Alica Schmidt. Did we mention Australia’s very own Chris Hemsworth also makes a cameo?!
Due to travel constraints it was photographed on sets all over the globe making this feat even more impressive.
The core range has received an upgrade by way of a more bold and contemporary typeface. It will undertake a new, modern brand identity focused on a younger and more global demographic. Design direction, retail buys, store concepts, and omnichannel messaging will be centred on a more playful and casual aesthetic while staying true to the brand codes of dressing excellence. It follows the likes of Dior and Burberry who received similar treatments in previous years.
Alongside the new list of talent – undoubtedly the face of Millennials and Gen Z globally – the aforementioned Lame has signed a multi-year deal with the luxury brand. For good reason. After a record-shattering Milan Fashion Week event bringing in over 4 billion impressions in just four days where BOSS cast Lame for his fashion runway debut, the brand has extended the ambassadorship to include a co-designed capsule collection.
With collections available in 127 countries across 400 stores and online, this could be the most prolific era yet for BOSS. We can’t wait to see more.
