David Sims signed the new BOSS campaign

David Sims signed the new BOSS campaign


The German fashion house is creating a bold new direction for Autumn / Winter 2018, where BOSS man and woman are presented side by side to a single campaign. The strong brand is fully prepared this season to explain the message of gender equality to the whole world.

The images, shot entirely in black and white by fashion photographer David Sims, make it clear that today’s men and women can follow different paths. However, the brand defines BOSS as the point where all genders are equal.

The Fall/Winter imagery will be released in phases, starting with striking portraits of the international cast, made up of four men and four women. Three-quarter length shots will be revealed a month later, before full-length pictures of each model complete the multi-layered  story, which is centered on the core BOSS brand values of ambition,  precision and style.

Designed to inspire new generations to connect with the iconic brand, the 360-degree campaign will be reflected in all online and offline contacts and added to social media with # TheNextBOSS hashtag. It will used for each product segment from watches to kidswear, will be presented in the same pared-back, elevated style to emphasize the change in approach.

The world has changed – and BOSS is changing with it. The new direction for Fall / Winter 2018 is just the mark of a brand that BOSS has led the way for women and men, and for years to come.