The protagonists of the new campaign signed BOSS are stars and ambassadors chosen to embody the brand spirit and slogan “BOSS are not born. They are created”designed to highlight strength, grit, character and personality, thus encouraging an ever-growing audience.

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Taking part in the new BOSS campaign are famous names and international stars such as Naomi Campbell, Gigi Hadid, Matteo Berrettini, Maluma, Suki Waterhouse and others.

The collection told by the new BOSS campaign is based on the use of diverse texture , which tell the story of the brand, with its self-determination and tailoring;there is no shortage of bright colors, prints that find inspiration in the natural world and the timeless white, black and camel, complemented by shades of gray .

No less important is the collaboration that BOSS makes with TikTok for September-October, designed to offer users a special, interactive experience, the details of which have not yet been revealed. The partnership is likely to bring style-related content to life, thanks in part to global ambassador and TikToker celebrity Khaby Lame.