BOSS has a new all-star cast for their ‘IT’S FOR LIFE’ Campaign
An all-star array of talent has been drafted in for the new campaign.
BOSS has a new bumper crop of super-celebrities for their ‘IT’S FOR LIFE’ campaign. Rolling Stone UK cover-star Burna Boy has been joined by South Korean actor Lee Jong-suk, and British staple David Beckham. The football icon is also entering in a new strategic partnership and design collaboration with the brand. Returning to the BOSS family to star in the campaign are supermodels Naomi Campbell and Gisele Bündchen, as well as Italian tennis player Matteo Berrettini.
The BOSS wardrobe for the campaign focuses the formal, reimagining signature suiting with clean strong silhouettes and an extension of their ‘CorpCore” aesthetic that they first introduced in 2023, tapping into the appetite for the sleek, Christian Bale-American Psycho aesthetic reinvigorated by HBO’s Succession.
Iconic British supermodel Naomi will also be joining tennis ace Matteo Berrettini as an ambassador for BOSS watches, jewellery and eyewear.
