BOSS 2023 Spring/Summer Showcases How a Boss is Made

On the heels of an incredibly momentous year and a highly successful brand refresh, the Spring/Summer 2023 campaign from BOSS provides a celebrity-filled exploration of what it takes to become a BOSS. The new season takes a closer look at the building blocks behind the empowering motto “Be your own 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 heart of the campaign showcases six leading talents from various fields sharing their origin stories to inspire individuals to embrace their destiny: 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, 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.

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.

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.