Meet the next BOSS. The German fashion house unveils a bold new direction for Fall / Winter 2018, with the BOSS man and the BOSS woman featured side by side as equals in a single campaign.
Shot entirely in black and white by acclaimed fashion photographer David Sims, the images make the clear statement that today's men and women may follow different paths, but they are of one mindset – and both equally BOSS.
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 the next generation of driven men and women to connect with the iconic brand, the 360-degree campaign will be reflected on all touchpoints, online and offline, and will be accompanied by the new hashtag #TheNextBOSS on social media. All other BOSS campaigns this season, 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 changes with it. The new direction for Fall/Winter 2018 is indicative of a brand that is determined to lead rather than follow – just like the BOSS man and woman of today, and of the years to come.
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