German luxury fashion house BOSS has been working overtime to shed its dubious associations with the Nazi Party, separating the Hugo from the Boss and carving out a unique identity for each sub-brand. A brand refresh earlier this year that saw streetwear styles being modelled by the likes of Hailey Beiber and Future, as well as a nostalgic, athleisure-heavy collaboration with Russell Athletic have worked to reassert BOSS as a brand to watch.
Working to further carve out its new identity, BOSS has released a new campaign centred around the notion of ‘being your own boss’. Enlisting a star-studded cast, the campaign features the likes of Brtish supermodel Naomi Campbell, American model Kendall Jenner, American rapper Future, South Korean singer and actor Lee Min-ho, Italian tennis player Matteo Berrettini, and British boxer Anthony Joshua.
Taking place across three rooms — in a shade of black, camel or white to reflect the brand’s signature colours — each member of the cast is decked out in fall and winter styles. The collection takes on a clean, classic approach, infused with a touch of streetwear. Cosy half-zip sweaters are elevated by the addition of structural outerwear and tailored trousers, while suiting is pared-back with hiking boots and hoodies.
The new BOSS look stays true to its tailored origins, but is adapted for the modern era.
Words by AR Staff
