BOSS, #Be Your Own BOSS Campaign Unfolds | 1 — [Provided by BOSS]

Hugo Boss's BOSS embarks on the #BeYourOwnBOSS campaign, promoting a life of making one's own decisions based on confidence, style, and a forward-looking vision.

BOSS, #Be Your Own BOSS Campaign Unfolds | 2 — [Provided by BOSS]

BOSS, #Be Your Own BOSS Campaign Unfolds | 3 — [Provided by BOSS]

BOSS, #Be Your Own BOSS Campaign Unfolds | 4 — [Provided by BOSS]

This season emphasizes that the power to be one's own boss comes from within, centering on the right to self-determination, with choice being a personal responsibility.

BOSS, #Be Your Own BOSS Campaign Unfolds | 5 — [Provided by BOSS]

For the Spring/Summer 2024 season, BOSS welcomes new ambassadors Brazilian top model Gisele Bündchen and British model Adwoa Aboah, joining actor Lee Min-ho and Italian tennis player Matteo Berrettini.

Additionally, British singer and actress Suki Waterhouse has participated as a brand ambassador for BOSS's watches, jewelry, and eyewear.

BOSS, #Be Your Own BOSS Campaign Unfolds | 6 — [Provided by BOSS]

The celebrities in the new campaign poetically express how moments of choice can have a significant impact, depicting the process of moving from shadow into light. BOSS's 2024 Spring/Summer collection is based on the design themes presented at the Spring/Summer 2023 Miami fashion show, centered on a sophisticated and calm color palette and contemporary interpretations of classic items.

BOSS, #Be Your Own BOSS Campaign Unfolds | 7 — [Provided by BOSS]

This collection offers a wardrobe suitable for all situations, tailored to the 24/7 lifestyle, with BOSS's signature suits reinterpreted into even more striking and modern silhouettes.

BOSS, #Be Your Own BOSS Campaign Unfolds | 8 — [Provided by BOSS]

From the evening of January 31st until before dawn on February 1st, BOSS will project a 10M high hologram of brand ambassadors Lee Min-ho and Gisele Bündchen near Tower Bridge at Potters Fields Park in London, marking the campaign's full-scale launch. BOSS is the first fashion brand to unveil a large-scale global campaign using giant holograms, laying the foundation for endless new opportunities in the outdoor advertising domain.

BOSS, #Be Your Own BOSS Campaign Unfolds | 9 — [Provided by BOSS]

Nadia Cogni, Vice President of Hugo Boss, stated, "Innovation plays a crucial role in our strategy to deliver broad impact to consumers and create something exciting. This hologram is an expression of our challenge and curiosity about harnessing the power of technology in communication."

BOSS, #Be Your Own BOSS Campaign Unfolds | 10 — [Provided by BOSS]

The BOSS 2024 Spring/Summer collection is available from January 31st worldwide at BOSS stores and the official website.