BOSS is standing on business. For FW24, the label presents a Corpcore collection featuring the very executive Lee Jong-suk, David Beckham and Naomi Campbell.
Here’s something for your meeting minutes. To get those unfamiliar up to speed, HUGO BOSS is no longer. After the division of HUGO BOSS, the latter has gone through a transformative experience of its own. In finding itself — as “BOSS“, without the affixed “HUGO” — the upheaval of the label has taken it into a direction of soul-searching. The result is the label’s found footing, where it has emerged as the more mature, sophisticated contemporary of the two. Think sharply tailored suits crafted from plush materials, expensive fabrications and seriously opulent accessories. Which is why the label’s latest campaign for Fall Winter 2024 feels like a merger we can get behind.
Giving “executive” in the most literal sense, BOSS presents a comprehensive Corpcore-inspired collection for the season, backed by icons across the board. Corpcore — a portmanteau of “corporate” and “core” — recurs once more since BOSS introduced the theme in FW23. Most evidently, one will find the house’s approach to new formalities in the attiring of the campaign’s A-listers. With an all-star cast fronting its visuals, BOSS introduces its FW24 collection, by way of luxuriance. Suiting up the BOSS way are renowned athlete-cum-fashion-icon David Beckham, Watches, Jewellery and Eyewear ambassador and supermodel Naomi Campbell and South Korean actor Lee Jong-suk, to name a few.
Marrying business formality and after-hours levity, the label has devised new season offerings that are guaranteed to hit the ROI. And by that, we mean that BOSS virtually promises its clientele the wear out of their buys. And of course, there is the material to back this up. From classic loafers to smooth calfskin bags and even statement croc-embossed ties, refinement is omnipresent across the collection.
And that’s not all — Fall Winter 2024 also marks the inauguration of the label’s multi-year partnership with Mr Spice himself, David Beckham. “It’s great to be a part of this BOSS campaign for Fall Winter 2024, marking an exciting start to my long-term ambassadorship with BOSS,” said Beckham issue. Coming after the announcement of his strategic partnership and design collaboration with the brand, Beckham’s lead role in BOSS’ latest only sets the tone for the campaigns to come.
Once you are done with this story, click here to catch up with our September 2024 issue.
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