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Building on the success of the first rebrand in January 2022, which installed its new visual identity around the BOSS codes, this season the brand is exploring what it means to be your own BOSS around influential figures from all walks of life.

For the first time in BOSS history, British supermodel Naomi Campbell joins the cast alongside American model Kendall Jenner, world-renowned American rapper Future, South Korean singer and actor Lee Minh, and a number of other celebrities.
Lee Min-ho, South Korean singer and actor, as well as No. 1 Tiktokeur Khaby Lame and Italian tennis player Matteo Berrettini. The campaign has a strong and important identification and helps to develop links with the BOSS community.
The road to becoming your own BOSS is not a straight line, but a series of successes and failures, there is always hope: BE YOUR OWN BOSS.

This season's collection is both chic and sportswear and is based on the brand's three iconic colours: black, white and camel. A men's wardrobe composed of business and cord trousers, shirts and t-shirts, but also cashmere coats and down jackets for all moments of the day.


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