“BE THE NEXT” BOSS FALL/WINTER 2025 CAMPAIGN
BOSS proudly unveils its Fall/Winter 2025 brand campaign, placing a bold emphasis on the “Be” in its iconic “Be Your Own BOSS” platform. At the heart of this exciting new chapter are two dynamic talents: Taylor Fritz, the fastest-rising star on the professional tennis circuit, and Amelia Gray, one of the fashion industry’s most sought-after new faces.
Together, Fritz and Gray embody the drive, determination, and vision it takes to “Be the Next” BOSS, bringing their unique energy and ambition to the forefront of the campaign. They are joined by S.COUPS, the globally acclaimed K-pop superstar and SEVENTEEN leader, along with celebrated international actors Aaron Pierre and Ishaan Khatter, who make their debut with BOSS.
With Aaron Pierre and Ishaan Khatter bringing fresh perspectives and S.COUPS, Taylor Fritz, and Amelia Gray continuing their inspiring journeys with the brand, the Fall/Winter 2025 campaign is a powerful celebration of ambition, self-expression, and the relentless pursuit of greatness. Together, this diverse cast represents the spirit of those striving to define their own paths and inspire others to do the same.
The campaign film captures the five talents journeying through a symbolic tunnel, moving towards a bright light that represents their aspirations and achievements. As they emerge, intimately shot portraits reveal their individuality, styled in the elegant, texturally rich, and tonally harmonious looks of the BOSS Fall/Winter 2025 collection. Each star shares their personal interpretation of what it means to “Be the Next” BOSS and reveals who they are striving to become.
With its newest collection, BOSS brings richness and warmth to the cooler months with an emphasis on key tonal combinations: a palette of sage greens, and dusky marled greys contrasted with decadent chocolate hues. This striking spectrum of tones elevates the mood of the campaign, and communicates the elegant cohesion found in BOSS’s 2025 cold weather looks.
Licensed products, including BOSS Watches, Jewelry, and Eyewear, also feature in the campaign, with S.COUPS, Fritz, and Gray appearing in the coming season’s freshest optical and sunglass frames. Gray is also joined by Dutch model Parker Van Noord to showcase further highlights from the watches and jewelry selection from BOSS launching this coming season.
The campaign will be supported by a 360-degree marketing campaign amplified across large-scale outdoor advertising in key cities around the globe. Digital and static billboards in high-traffic areas will bring the BOSS Fall/Winter 2025 campaign to a wide audience.
The BOSS Fall/Winter 2025 collection will be available at stores worldwide, on boss.com, and through wholesale partners.