First Look: David Beckham Models Hugo Boss in the Brand’s Latest All-star Campaign
Boss has lined up an all-star cast led by its newest partner, David Beckham, for its fall/winter advertising campaign.
In May, the soccer star signed a multiyear global partnership with Hugo Boss to create a collection for the Boss brand starting with the spring ’25 season and to appear in its campaigns.
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In addition to Beckham, the new campaign features Nigerian singer-songwriter Burna Boy and South Korean actor Lee Jong-Suk as well as Italian tennis player Matteo Berrettini, who serves as brand ambassador for Boss watches, jewelry and eyewear licenses. Brazilian supermodel Gisele Bündchen returns as the face of Boss womenswear, accompanied by Naomi Campbell, who is serving as brand ambassador for licenses.
This season, the company has updated its Be Your Own Boss campaign and is now focusing on a new tagline: It’s for Life, intended to inspire people to commit to their own guiding principles for the duration of their lives. The campaign also features videos for each of the celebrities.
The campaign will launch on Wednesday on social media and in outdoor advertising in 15 key cities worldwide, the same day the fall collection drops at Boss stores worldwide, online and at wholesale partners.
In July, Hugo Boss revised its forecast for the year downward because of “persistent macroeconomic and geopolitical challenges that are dampening global consumer demand.” In a preliminary release, the men’s and womenswear brand reported that, in currency-adjusted terms, sales had fallen 1 percent over the second quarter of the year to bring in 1.01 billion euros. Over the same period last year, Hugo Boss saw 1.02 billion euros in sales. Analysts noted this was the weakest quarter Hugo Boss had seen since new chief executive officer Daniel Grieder had come on board in 2021 and instituted a new action plan.
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