The campaign showcases six leading talents from various fields sharing their origin stories to inspire individuals to embrace their destiny

February 1, 2023

The Boss Spring 2023 campaign provides a celebrity-filled exploration of what it takes to become a boss, while inspiring others to embrace their full potential and live life on their own terms – with confidence, style and a forward-looking vision.

The campaign features British supermodel Naomi Campbell, Colombian singer Maluma, American supermodel Gigi Hadid, South Korean actor Lee Minho, next-generation Italian TikTok creator Khaby Lame and Italian tennis player Matteo Berrettini. Each of these celebrated and globally recognized talents overcame obstacles and personal struggles to become their own BOSS. Captured by photographer Mikael Jansson, and under the creative direction of Trey Laird and his agency Team Laird, these power-packed stories are told through emotionally engaging words that portray their paths to triumph. These BOSS personalities always knew what they wanted, and their breakthroughs were achieved through a series of personal choices. While destined for greatness, they neatly personify the fact that BOSSes aren’t born – they’re made.

This is a new opportunity for meaningful storytelling while connecting with the BOSS community. The campaign aims to inspire personal ambition while showcasing the new collection in a way that motivates. It serves as a reminder that all paths in life can present countless twists of fate, yet the journey to become who you were ultimately meant to be begins within.

The Spring/Summer 2023 collection from BOSS showcases a bold aesthetic, combining a city-inspired spirit with a summery, off-court lifestyle in the brand’s signature color palette of black, white, and camel. The result is a sophisticated, yet relaxed assortment in which the BOSS codes blend seamlessly, creating a sleek intersection of soft tailoring and elevated sportswear.

This dynamic and heartening initiative will be further supported by a holistic approach across various channels, including key social media activations and large-scale outdoor advertising techniques.

While wearing BOSS Spring/Summer 2023 sweatshirts, a diverse range of personalities – from VIPs to photographers, entrepreneurs to social advocates – will tell their own inspiring narratives on Instagram, with their posts echoing the collage effects and childhood imagery seen in the main campaign. Various celebrities – Demi Lovato, DJ Khaled, Bella Thorne, Anne-Marie, BamBam, Stella Maxwell, Stefflon Don, Macaulay Culkin and Christina Ricci – will join in and share their stories, alongside sports personalities Richarlison, Karl-Anthony Towns, Fernando Alonso, Xavi Simons, Aleksander Aamodt Kilde, Suresh Raina, Anthony Santos, Yusta Mardini, and Zaire Wade.

Adding to the social media buzz, influencers Naomi Watanabe, NikkieTutorials, Cameron Dallas, Aaron Rose Philip, Gottmik, Ox Zung, Nic Kaufmann, Akam, Paola Locatelli, Juanpa Zurita, David Dobrik, and Zainab Al-Eqabi will also take part in the Instagram activation. Over on TikTok, talents will be seen walking into the frame wearing BOSS outfits, and striking a pose while doing something they love. Tapping into the “Just a kid” TikTok trend, the video will transition to a childhood photo that mirrors the previous scene, showing that dedication has made them who they are today.

Consumers will also be prompted to get involved with a dedicated Instagram filter through which they can share their own personal stories of taking control of their own destinies to become their own BOSS. In line with the campaign’s use of collage-style imagery, users can upload pictures of their younger selves, then create images that combine select childhood facial features with their present-day selfies.

This innovative campaign is in step with a recent brand refresh and strives towards the HUGO BOSS Group’s goal to increase global awareness of its brands.


Receive direct access to exclusive interactive online shopping, latest designer collections, celebrity features and collaborations, and daily fashion news.