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david beckham made his first appearance, marking the first step in his multi-year strategic cooperation with the boss brand.

boss has assembled an all-star lineup of new faces and celebrities, and is opening a new chapter. british football legend and fashion icon david beckham stars in the boss advertising campaign for the first time since the company announced its strategic partnership and multi-year design collaboration with boss. meanwhile, nigerian singer-songwriter burna boy and korean actor lee jong-suk join the cast, while brazilian supermodel gisele bündchen and legendary figure naomi campbell return. naomi and italian tennis star matteo berrettini, who returns again, serve as brand ambassadors for boss watches, jewelry and eyewear collections this season.

since the launch of the #beyourownboss theme, boss has always inspired and advocated an autonomous life with style and confidence. as autumn and winter approach, the brand has taken this motto to a whole new level: maintain inner strength, find your own voice, and dare to be your true self, boss - this is not a temporary promise, but a life creed.

"i'm delighted to be part of the boss autumn/winter 2024 campaign, this is an exciting start to my long-term relationship with the brand," said david beckham.

in the new advertising blockbuster, the protagonists wear the new boss clothing series and declare the creed that runs through their respective life journeys. the 2024 fall/winter collection provides a complete wardrobe for all occasions, seamlessly connecting to a 24-hour all-weather lifestyle. the iconic boss suit is reshaped with a new and strong modern silhouette, interpreting the new ideas of fall and winter from a new perspective. each protagonist in the film writes down his own beliefs. the tailored office scenes and tailored shapes, as well as the corporate style vision throughout the scene design, are all extended from the "corpcore" theme that debuted at the boss 2023 fall/winter fashion show last september.

boss will launch a full-scale marketing campaign on social media for this advertisement, and carry out large-scale outdoor advertising in 29 major cities around the world to enhance its influence.

the new 2024 fall/winter collection will be available in boss stores worldwide, boss.com and selected wholesale channels from august 28, 2024.

core shape:

the core looks of the boss menswear collection showcase redefined office dressing styles, such as sharp-lined suits and jackets, emphasizing strong shoulder lines and paired with neat ties, creating a powerful reinterpretation of workplace basics. in the boss fine collection, two key menswear looks are made of bisontex fabric, which is a blend of yak and cashmere with a unique sandy taupe tone.

for women, revitalized power suits are also the focus this season, with new cuts and scales, rich textures and strong shoulders that add a luxurious touch. key looks include a zip-back blazer in pinstriped wool tweed paired with a matching pencil skirt, a wrap coat in crocodile-embossed leather, and a two-piece suit and trench coat in the same super-soft cashmere-wool fabric as the menswear.

production team:

photographer: mikael jansson

creative director: trey laird & team laird

cast: david beckham, naomi campbell, lee jong suk, gisele bundchen, burna boy, matteo berrettini.

about boss and hugo boss: boss is designed for bold and daring individuals who live their own way with passion, style and purpose. with its dynamic and contemporary designs, boss pieces are for those who are fully engaged and follow their inner guidance without reservation: they are masters of their own craft. the boss brand offers a collection of traditional tailoring, high-performance suiting, casual wear, denim, athleisure and accessories to meet the style needs of the discerning consumer. licensed products including fragrances, eyewear, watches and children's clothing complete the product range. customers can experience the world of boss in 489 stores around the world. boss is the core brand of the hugo boss group, one of the world's leading companies in the high-end apparel sector. the hugo boss group sells its collections through approximately 7,800 points of sale in 131 countries around the world and on hugoboss.com in 73 countries. headquartered in metzingen, germany, the company has approximately 19,000 employees worldwide and sales of eur 4.2 billion in fiscal 2023.