BOSS drops new campaign!

by | Jan 30, 2023 | Fashion, Industry

The Daily: Hours after announcing it’s heading to Miami for a runway show on March 15, BOSS dropped a star-studded Spring Summer ’23 campaign. With the mantra ‘Be Your Own BOSS’ front and center, the campaign enlists six talents: Naomi Campbell, Colombian singer Maluma, Gigi Hadid, South Korean actor Lee Minho, next-generation Italian TikTok creator Khaby Lame, and Italian tennis player Matteo Berrettini. Captured by photographer Mikael Jansson, the idea was to depict each of the names with an image of their childhood self, in a bid to show the struggles they overcame to be their own BOSS. You’ve likely seen the campaign all over your feeds too, with various celebrities (Demi Lovato, DJ Khaled, Bella Thorne, Stella Maxwell, Macaulay Culkin, Christina Ricci), athletes, and influencers also partaking in an additional social campaign.

written by Freya Drohan

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