The #BeYourOwnBOSS initiative became a pivotal moment for BOSS, generating worldwide momentum with its message inspiring people to lead self-directed lives fueled by confidence, style, and a forward-thinking outlook. In the approaching season, this invigorating message delves deeper into how individual choices have shaped us into the BOSSes we’ve become today. It serves as a reminder that the ability to be your own BOSS resides within you, and the decision to embrace that power is entirely yours.
The Spring/Summer 2024 lineup unveils a sophisticated range across all categories, fusing the brand’s mastery in tailoring with laid-back pieces and accessories. At the forefront of the new collection is the Double B monogram, a striking emblem embodying the essence of a true BOSS – someone empowered to make daring life choices and unapologetically express themselves. This overall approach serves as a stylish rallying call to unite BOSS enthusiasts through the potency of its inspiring message.
The sleek interwoven design of the Double B monogram carries profound significance and is prominently featured across essential items in the entire product spectrum, spanning from clothing to accessories. Staying true to the BOSS 24/7 lifestyle wardrobe, the Double B selection offers core apparel, predominantly in monochromatic or tone-on-tone aesthetics, featuring suits, jersey pieces, bomber jackets, and knitwear. Noteworthy men’s styles include a sporty backpack and a refined crossbody bag. In women’s fashion, the monogram graces the closure of a leather shoulder bag with metal straps, a crossbody bag, and a summery pair of high-heeled strappy sandals.
The Double B also accents casual pieces available in both men’s and women’s selections, including versatile trainers crafted from a combination of smooth leather and soft suede, along with a stylish baseball cap.
A multi-faceted digital campaign introduces the Double B monogram, with larger-than-life 3D recreations using hyper-realistic CGI technology in iconic global settings. Following this, BOSS plans to involve influencers and ambassadors in the “Double B, Every Me” campaign, encouraging them to embody various facets of their personalities while showcasing their authentic selves and wearing Double B products. This approach aims to create a playful and engaging space for sharing social content, inviting the global audience to participate in the campaign.
The new Spring/Summer 2024 collection, featuring Double B monogram styles, will be accessible at boss.com, in BOSS stores worldwide, and through authorized wholesale partners.
