Fashion campaigns are named for the season — fall-winter, spring-summer, or, occasionally pre-fall and pre-spring — and in that sense, BOSS Spring/Summer 2024 followed tradition. But the name was perhaps the only conventional thing about the German brand’s latest launch. Transcending space and time, BOSS SS24 debuted with a futuristic bang: ten-metre high holograms, featuring South Korean actor Lee Minho and Brazilian supermodel Gisele Bündchen, lit up London’s Potters Fields Park. How’s that for a debut?
Confidence radiates from the campaign, from the clothes to the photoshoots. BOSS SS24 is all about power, self-determination, and, of course, sophisticated style. However nice these values sound, though, veracity has to be proven through action — that’s the philosophy behind the futuristic BOSS campaign. “Innovation has a prominent role in our strategy,” said Nadia Kokni, SVP of Global Marketing and Brand Communications at HUGO BOSS. Kokni described the hologram as “the most current expression of our exploration and curiosity around harnessing the power of technology.”
Other hyper-digital ventures at BOSS include the Double B monogram launch. Oversized, CGI-rendered graphic depict the new interwoven monogram in a host of global settings: a stack of monogrammed sunglasses rotate in Shanghai while two interlocked Bs own the streets of New York. To match the high-calibre holograms, BOSS tapped international talent to promote the fashion line. In addition to Minho and Bündchen, partners include British model Adwoa Aboah and Italian tennis player Matteo Berrettini. Working with BOSS, they’ve joined a growing cohort of stars including Chris Hemsworth and Maluma.
Of course, promotions alone aren’t enough to build interest — the clothing has to live up to the hype. BOSS designs made sure of this, oozing contemporary sophistication with a classic, muted colour palette. For SS24, designers have crafted a full “twenty-four-hour” wardrobe: that means suiting, sweaters, loungewear, and everything in between. The collection puts an elevated twist on each hour of the day; brown-black lies run across the collar of white cotton tees, while slim-fit jackets boast soft materials like virgin wool and linen.
Throughout the collection, textures run light. Breezy fabrics and soft, muted neutrals — think beige, cream, and heather grey — are adaptable and fluid. Prints, too, are quiet in the name of versatility. Subtle patterns feature flora and fauna, nodding to classic seasonal motifs. The clothes build upon the brand’s design philosophy established last year in Miami: an elegant and neutral palette paired with forward-thinking digital campaigns.
Following up last year’s partnerships — including a more-timely-than-ever capsule with the NFL — is a daunting task, to say the least. With the BOSS SS24 campaign, though, creative director Trey Laird managed to outdo himself. Muted tones and refined silhouettes recall a bygone era of ubiquitous sophistication, while celebrity partnerships are decidedly of-the-moment. Meanwhile, the avant-garde holograms feel years ahead of current promotions. It’s as if Laird cherrypicked the best of past, present, and future.