Lrise of BOSS passes through the most influential celebs on the world scene. For the new campaign Autumn-Winter 2022/2023 the main brand of the German group focuses on a diversified cast of real “bosses”, led by the queen Naomi Campbell, for the first time “hired” as a testimonial. His assistant, in the photos released by the brand? Kendall Jenner. And to support the team, also personalities of the caliber of Matteo Berrettini, Future, Alica Schmidt.
Naomi Girl version (boss)
What does it mean to be a Boss? This is the question underlying the adv, to which each ambassador responds with a special story to tell, made up of successes, sacrifices and failures. Starting with Naomi, new mother and undisputed star of the catwalks at 52, the exceptional testimonial: it is the first time that she poses for the brand.
Naomi Campbell in the BOSS FW22 / 23 campaign (Photo: BOSS).
Two looks for her, one in total black – an office suit paired with pumps and worn over bare skin – and a white maxi coat worn as a dress, with a winking pose reminiscent of psychologist Catherine Tramell in Basic Instinct. The British Black Venus becomes like this supreme symbol of empowermentas well as the main face of the fashion house, in full revival from January 2022.
Fascinating assistants: Matteo Berrettini and Kendall Jenner
Illustrious assistant of Naomi in the mission (and in the shots of the campaign), Kendall Jennerthe younger colleague but already a close friend of the brand: the 26-year-old supermodel was recently the face of the relaunch campaign Be your Own Boss. No.he shots of the new BOSS Fall-Winter 2022/2023 adv is portrayed with a smart casual look in neutral tones and with a quilted jacket, ready to take her trusty Doberman for a walk.
Kendall Jenner in the BOSS FW22 / 23 campaign (Photo: BOSS).
A new image, many illustrious names
In fact, since the beginning of the year Boss has been redefining its image, focusing on famous names and capsule collections under the leadership of the new general manager Daniel Grieder, in the name of an increasingly recognizable smart casual aesthetic. The same interpreted by the other well-known members of the BOSS community: Italian reappears Matteo Berrettini26, the tennis player who had already signed a capsule inspired by the sport of which he is a four-handed champion at the beginning of the year with the brand, protagonist of the brand relaunch event in Dubai in February 2022.
Matteo Berrettini in the BOSS FW22 / 23 campaign (Photo: BOSS).
Also among Naomi’s men, other “bosses” in the social, sports and music fields: the creator of TikTok most followed in the world, Khaby Lame; the South Korean actor, model and singer Lee Min-Ho; the English boxer Anthony Joshuathe rapper Future. Second assistant, the German athlete Alica Schmidt.
A campaign dedicated to empowerment. And a capsule on the way
Their stories, already mostly ambassadors of the brand refresh campaign for Spring-Summer 2022, which now become material for new adv shots that underline the team spirit and the successes of each individual. And in fact everyone, the brand says, will collaborate in the creation of one maxi capsule collection designed ad hoc. For now, all that remains is to admire them, immortalized in three rooms that reflect the neutral colors of the new BOSS, joined together by some doors, indicating that when one closes, another opens.
Naomi Campbell in the BOSS FW22 / 23 campaign (Photo: BOSS).
A bit like what happened to the brand itself, in the rebirth phase: you know, the path to being a successful boss is steep. But as the old saying goes, “if you insist and persist you reach and conquer”.
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