Inside BOSS’ star-studded Spring/Summer 2024 campaign featuring Gisele Bündchen and more
Remember this: the choice is yours.
Every season, BOSS’ #BeYourOwnBOSS campaign has always aimed to inspire and aspire, and for Spring/Summer 2024, it’s no different. This round, the brand wants you to reflect on your personal choices — how and why they have made you the BOSSes you are today — with a simple (yet powerful) tagline: the choice is yours.
Bringing the new narrative to life is a star-studded cast featuring new and old faces. Brazilian supermodel Gisele Bündchen and British model Adwoa Aboah join the cast which includes returning BOSS ambassadors South Korean actor Lee Minho and Italian tennis player Matteo Berrettini, while British singer and actress Suki Waterhouse reassumes her role as the brand ambassador for watches, jewellery and eyewear.
Shot by renowned fashion photographer Michael Jansson, the stars are pictured through a labyrinthine environment moving out of the shadows, and into the light — poetically demonstrating how formative life choices can be. Spotted on them are the highlighted ensembles from the brand’s latest collection. The women’s looks play with juxtaposition, as airy and sheer pieces are contrasted with structured, tailored separates, while the men’s comprise timeless, everyday offerings in an equally versatile colour palette.
The BOSS Spring/Summer 2024 collection is now available in stores.
