The empowering #BeYourOwnBOSS marketing campaign champions a self-determined life, fueled by confidence, model and a imaginative and prescient for the long run. This season, self-determination takes heart stage and underscores that the selection is yours: the ability to be your individual BOSS lies inside you.
For spring/summer time 2024, BOSS has recruited internationally famend celebrities for instance this shifting story. The worldwide marketing campaign options thrilling new faces, together with Brazilian supermodel Gisele Bündchen and British mannequin Adwoa Aboah, in addition to returning BOSS ambassadors South Korean actor Lee Minho and Italian tennis participant Matteo Berrettini. British singer and actress Suki Waterhouse returns as model ambassador for BOSS Watches, Jewellery and Eyewear.
Boss launches #BeYourOwnBOSS marketing campaign for Spring/Summer time ’24, that includes Gisele Bündchen, Adwoa Aboah, Lee Minho, Matteo Berrettini and Suki Waterhouse. The gathering encompasses a subtle shade palette and up to date designs, with the central motif being the brand new Double B monogram. The marketing campaign encompasses a distinctive hologram projection close to London’s Tower Bridge.
Within the new marketing campaign, every expertise is represented by way of a labyrinthine setting rising from the shadows into the sunshine, poetically demonstrating how formative life selections could be.
The BOSS Spring/Summer time 2024 assortment attracts on design themes first seen on the model’s Miami vogue present, the place a classy, muted shade palette and up to date takes on basic items took heart stage. The gathering presents an entire wardrobe choice for all events to swimsuit a 24/7 way of life. BOSS signature fits are revisited in quite a lot of sturdy, fashionable silhouettes. Smooth tones, gentle textures and contrasts: fluidity and construction; opacity and translucency – present a recent perspective that’s completely fitted to the hotter months forward.
A recurring central motif is the brand new Double B monogram that seems on many items throughout the product vary, from attire to equipment. This distinctive element, with its interwoven design, embodies the spirit of a real BOSS: a daring one that isn’t afraid to make a press release. A multi-pronged digital marketing campaign marks the debut of the Double B monogram. First, the motif will probably be recreated in giant 3D pictures utilizing hyper-realistic CGI know-how in iconic settings all over the world. Beneath the motto “Double B, Each Me”, almost 100 model ambassadors, celebrities, athletes and digital influencers will create authentic content material for Instagram and TikTok. These skills will specific key features of their personalities whereas carrying items from the brand new Double B monogram assortment, proving that there’s multiple method to be your individual BOSS. Followers of the model can even be invited to take part on-line utilizing a singular Instagram filter.
From nightfall on January 31 to daybreak on February 1, BOSS will kick off the marketing campaign by projecting a 10m-high hologram of name ambassadors Lee Minho and Gisele Bündchen onto London’s Potters Fields Park, close to the long-lasting Tower Bridge. BOSS is the primary vogue model to launch a serious international marketing campaign utilizing a large-scale hologram, paving the best way for limitless new alternatives within the area of outside promoting. This putting visible show will create charming content material for the model’s social channels.
“Innovation performs a outstanding position in our technique to realize shopper influence at scale and create one thing intriguing. The hologram is essentially the most present expression of our exploration and curiosity to harness the ability of know-how in our communications.
The novelty it presents additionally helps us create partaking content material that’s immensely shareable and memorable, providing a brand new expertise to our audiences, leading to optimistic associations in direction of our model. In the end, we search to assist and encourage shoppers to have interaction extra deeply with our model, in addition to uncover and buy our merchandise,” he mentioned. Nadia Kokni, senior vice chairman of world advertising and marketing and model communications at HUGO BOSS.
The brand new Spring/Summer time 2024 assortment will probably be accessible from January 31, 2024 in BOSS shops worldwide, on boss.com and thru wholesale companions. It is going to be supported by an amplified 360° advertising and marketing marketing campaign throughout social media and large-scale out of doors promoting in key cities all over the world.
Be aware: The content material of this press launch has not been edited by Fibre2Fashion employees.
Fiber2Fashion Information Desk (HU)