BOSS reveals a Fall/Winter 2022 campaign that is centered on empowerment and determination, and being one’s own boss.

The campaign stars the recent times’ most influential stars such as TikTok creator Khaby Lame, Italian tennis player Matteo Berrettini, German runner Alica Schmidt, British boxer Anthony Joshua, legendary British supermodel Naomi Campbell, American model and reality star Kendall Jenner, American rapper Future, and South Korean singer and actor Lee Min-ho. The studio-lensed campaign has the cast wearing the brand’s latest designs, comfortable in their own skins, and telling their own stories. The campaign also highlights the brand’s new vibe and mantra, and provides ample chances of storytelling and bring connected with the Boss community.

“Here is where three rooms – in the brand code colors of black, white and camel – reveal themselves. Within each one of them, we see our cast in their unique worlds. These rooms are reminders that when one door closes, another one opens. The path to being your own BOSS is not a singular straight line, but a series of trials, successes, and even failures – but there is always hope and growth on the other side. By walking through these doorways, deeper understanding begins.” – from BOSS