Suki Waterhouse signs on for new Boss campaign as celeb roster grows

By

Sandra Halliday

Published
August 24, 2023

Hugo Boss’s re-energised Boss label has unveiled its AW23 campaign with it putting “the spotlight back onto a selection of top stars and influential ambassadors to explore what it is that defines them as a genuine Boss”.

It includes a number of big names who’ve already appeared in the brand’s campaigns as well as some new faces.

The label’s “globally familiar faces of changemakers” include Naomi Campbell, Maluma, Lee Minho, Gigi Hadid, Khaby Lame, and Matteo Berrettini. And newcomer brand ambassadors are American football quarterback Patrick Mahomes and British actress Suki Waterhouse.

It comes after the brand last year introduced its#BeYourOwnBoss motto along with the slogan “Bosses aren’t born. They’re made.”

The concept “delved deeper into the lives of these individuals and presented the audience the idea that grit, pain, and lessons learned are all milestones that make a Boss”.

So, the idea is back this season with an AW23 campaign that “offers a more intimate angle on their individual stories”. Short black-and-white videos “shine a spotlight on these Bosses sharing the inspiring stories that have defined their journey so far, and reflect[ing] on the moments that have shaped who they are today”.

While wearing pieces from the new collection, archival footage is projected in the background, “providing an up-close-and-personal take on their climb to the top of their fields”. Each video features emotive background music in the form of Tupac Shakur’s song ‘Changes,’ which samples the original Bruce Hornsby and the Range single, ‘The Way It Is,’ with the company saying it's “creating a synergy that pulls at the heartstrings while conjuring a universal sense of belonging”.

The social-first campaign was photographed by Mikael Jansson under the creative direction of Trey Laird and his agency, Team Laird.

And during September and October — to coincide with fashion month — the brand is partnering with TikTok to provide a “unique, interactive user experience in key European markets”. To “maximise buzz” ahead of its early September debut, specifics about the initiative are being kept under wraps, although the collaboration “will generate style-related content on the platform to tap further into TikTok’s increasingly target-relevant audience — while leveraging the impact of Boss Global Ambassador and TikTok’s largest creator, Khaby Lame”.

There will also be a big focus on large-scale outdoor advertising in cities internationally, and Boss stores worldwide will bring the key look and feel of the collection to its window displays and interior merchandising. The Boss.com webstore will also host a dedicated hub page to celebrate the campaign’s launch and showcase key pieces for the new season.