New collection inspires stylish dressing for any occasion
The #BeYourOwnBOSS campaign for Spring/Summer 2024 champions self-determination, emphasizing confidence, style, and forward-thinking.
Enlisting internationally renowned celebrities like Gisele Bündchen and Adwoa Aboah alongside returning ambassadors Lee Minho and Matteo Berrettini, the global campaign portrays each talent navigating a labyrinthine environment, symbolizing life’s pivotal choices.
Building on design themes from the Miami fashion show, the BOSS Spring/Summer 2024 collection presents a sophisticated palette and modern interpretations of classic pieces. Soft shades, light textures, and contrasts offer versatility for all occasions, reflecting a 24/7 lifestyle. The collection reintroduces signature BOSS suiting in strong, contemporary silhouettes, featuring a new Double B monogram motif across apparel and accessories, symbolizing boldness.
The digital campaign debuts the Double B monogram through hyper-realistic CGI technology and original content creation by brand ambassadors and influencers. Notably, a 10m-high hologram projection featuring Lee Minho and Gisele Bündchen near London’s Tower Bridge marks BOSS as the first fashion brand to utilize large-scale holograms in a global campaign, demonstrating their commitment to innovation.
Nadia Kokni, SVP of Global Marketing and Brand Communications at HUGO BOSS, emphasizes the campaign’s aim to deepen consumer engagement and drive product discovery. The Spring/Summer 2024 collection is available worldwide, supported by a comprehensive marketing campaign across social media and outdoor advertising in key cities.
“The hologram is the most current expression of our exploration and curiosity around harnessing the power of technology in our communications. The novelty that it delivers also helps us to create captivating content that’s immensely shareable and memorable, offering a new experience to our audiences, resulting in positive associations towards our brand.,” said Kokni.
In the Philippines, BOSS is exclusively distributed by Stores Specialists, Inc., and is located at Greenbelt 5, Newport Mall, Power Plant Mall, Rustan’s Makati, Shangri-La Plaza East Wing, and online at Trunc.ph, Rustans.com, Zalora.