Matteo Berretini x Hugo Boss FW23 Campaign.

[MANHATTAN, NY.] Spring is around the corner and it is time for the unveiling of BOSS’s Spring/Summer 2023 campaign. In keeping with the snowballing momentum of 2022 and the highly successful branding refresh, the new season explores yet another dimension of the powerful #BeYourOwnBOSS motto – its roots. It takes a closer look at the campaign’s strong foundation to inspire the world to live up to its full potential.

BOSSes are not born, they are made. The journey to living life on one’s own terms, begins with finding one’s power, purpose, and perseverance. Despite its highs and lows, twists and turns, the journey is lived with confidence, style, and a forward-looking vision.

Each of our six global brand ambassadors for the Spring/Summer 2023 campaign – British supermodel Naomi Campbell, Colombian singer Maluma, American model Gigi Hadid, South Korean actor Lee Minho, next-generation Italian TikTok creator Khaby Lame, and Italian tennis player Matteo Berrettini – have taken on such journeys and have a power-packed story to tell. Each of them has overcome obstacles and personal struggles to become their own BOSS, and inspire others to carve their unique path.

With a collection that motivates everyone to take up this journey to embrace their destinies, the campaign presents new opportunities for meaningful storytelling while connecting with the BOSS community.

All people in this campaign:

Mikael Jansson – Photographer
Jessica Diehl – Fashion Editor/Stylist
Ugo Mozie – Fashion Editor/Stylist
Shay Ashual – Hair Stylist
Mark Carrasquillo – Makeup Artist
Erin Fee – Producer
Talalima Mobley. – Production | Talent + AD
Lee Min Ho – Actor
Matteo Berrettini – Athlete
Maluma – Entertainer
Gigi Hadid – Model
Naomi Campbell – Model
Khaby Lame – Content Creator