BOSS AW23 Further Defines Being a BOSS

Calling all to be their own bosses
Published: 24 August 2023
South Korean actor Lee Min-ho is among the faces for BOSS' #BeYourOwnBOSS campaign.

When BOSS rebranded, not only did it underwent a name change, it also got to the heart of the label. In its #BeYourOwnBOSS campaign, BOSS dives into the brand's slogan: "Bosses Aren’t Born. They’re Made." What are the stories that make BOSS' personalities who they are today? With BOSS' AW23 collection, the spotlight returns to that. BOSS puts the spotlight back onto a selection of top stars and influential ambassadors to explore what it is that defines them as a genuine BOSS.

Suki Waterhouse.
Patrick Mahomes.
Naomi Campbell.
Matteo Berrettini.
Lee Min-ho.
Khaby Lame.
Gigi Hadid.

Showcasing the globally familiar faces of change makers Naomi Campbell, Maluma, Lee Min-ho, Gigi Hadid, Khaby Lame, and Matteo Berrettini, the Autumn/Winter campaign offers a more intimate angle on their individual stories. It also introduces American football quarterback, Patrick Mahomes, and British actress, Suki Waterhouse, as new brand ambassadors. Short black-and-white videos shine a spotlight on these BOSSes sharing the inspiring stories that have defined their journey so far, and reflect on the moments that have shaped who they are today. While wearing pieces from the new BOSS collection, archival footage is projected in the background, providing an up-close-and-personal take on their climb to the top of their fields. Each intimate video features emotive background music in the form of Tupac Shakur’s iconic song ‘Changes,’ which samples the original Bruce Hornsby and the Range single, ‘The Way It Is,’ creating a synergy that pulls at the heartstrings while conjuring a universal sense of belonging.

The Autumn/Winter 2023 collection delivers a blend of sophisticated textures infused with a laid-back approach, embodying the BOSS brand ethos of self-determination and distinctive tailoring. Comprising elevated styles with a retro-modern feel, it features standout colors and nature-inspired prints alongside the brand’s iconic palette of black, white, and camel. A striking spectrum of gray tones augments and elevates the mood of the campaign, bringing added visual richness to the overall look and feel.

The moving and motivational approach of the new campaign—photographed by Mikael Jansson under the creative direction of Trey Laird and his agency, Team Laird—provides a touching portrait of the featured celebrities, while remaining on course with the HUGO BOSS Group’s aim to amplify the global appeal of its brands.

To cement the impact of the new campaign further, large-scale outdoor advertising techniques will be deployed in a range of cities internationally, while BOSS stores worldwide will bring the key look and feel of BOSS Autumn/Winter 2023 to its window displays and interior merchandising. is also hosting a dedicated hub page to celebrate the campaign’s launch and showcase key pieces for the new season.

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