BOSS features an all-star cast as the collective faces of the Spring Summer 2022 campaign. 


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The new season is finally here! BOSS joins the cohort of brands in releasing their Spring Summer 2022 collections by revealing an all-star cast tapped as the collective faces of the #BeYourOwnBOSS campaign. 

The star-studded lineup features top models Kendall Jenner, Hailey Bieber and Joan Smalls, world-famous American rapper Future, international TikTok star Khaby Lame, South Korean singer and actor Lee Min-ho, British professional boxer Anthony Joshua, Italian tennis champion Matteo Berrettini, and German runner Alica Schmidt.

The striking social-first campaign was shot by acclaimed fashion photographer Mikael Jansson, and was captured on sets around the globe.

In tandem, BOSS has also announced a strategic partnership with TikTok superstar Khaby Lame. After a record-shattering Milan Fashion Week event bringing in four billion impressions in just four days — where BOSS cast Lame for his fashion runway debut — an ambassadorship was formed to include two co-designed capsule collections and it’s definitely something worth looking forward to! 

In addition to the global campaign, a dedicated broad spectrum of engaging social-first content has been created in the form of podcasts, behind-the-scenes, stories, and reels. The campaign will be activated worldwide across all consumer touchpoints, leading with social as well as major out-of-home advertising going live in 35 metropolises worldwide.

“The talents and personalities of the campaign perfectly embody what a boss stands for today. Delving into the more personal, emotive, and thoughtful aspects of being a boss in today’s world helps us connect in a more concrete and tangible way to millennials,”  CEO of Hugo BOSS AG, Daniel Grieder elaborates.

On its launch date of the campaign on 26 January, an impressive digital activation of 200 talents, including the luminary cast members, have posted their personal BOSS stories on Instagram, Weibo, Red, and WeChat with images of themselves wearing the signature BOSS hoodie. 

written by.

Melissa Foong

Born and raised in the beautiful city of Kuala Lumpur, Melissa is a writer that hopes to offer a fresh female perspective on the world of men's luxury fashion. When she's not busy chasing deadlines, you can find her tucked in a blanket rereading her favourite series of fantasy novels, Harry Potter.
Meet The Faces Of BOSS’s Spring Summer 2022 Campaign
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