Stepping into the world of BOSS’s Fall/Winter 2023 campaign is like stepping into an arena of timelessness. Melding past with present, and echoing resonances for the future, this latest showcase isn’t just fashion – it’s a manifesto of might.
The creative confluence of director Trey Laird and the agile hands behind the lens, Mikael Jansson, proves to be magic once again. Their grayscale sanctuary marries the theatrical with the utilitarian, evoking images of a half-constructed Roman forum – grandeur meeting grit.
Staking their claim amid this eclectic backdrop are the epoch’s finest. While familiar faces like Naomi Campbell, Maluma, Gigi Hadid, Lee Min-Ho, Khaby Lame, and Matteo Berrettini reappear with their hallmark confidence, the debut of NFL luminary Patrick Mahomes and the enchanting Suki Waterhouse adds fresh vigor to the ensemble.
Clad in the season’s finery – outfits that juxtapose the expansive with the immaculate – these luminaries channel the fierce spirit of BOSS‘s mantra, “Be Your Own Boss.” Each frame, each pose, becomes a testament to the boundless potential that dwells within the individual.
But the narrative doesn’t stop at static images. Short films accompany the pictorial symphony, weaving archival moments with candid captures. This visual dance paints a nuanced picture of the journeys each titan has undertaken, with Tupac’s “Changes” serenading the tales, offering an emotive ode to evolution.
Read more: HUGO Fall/Winter 2023 campaign rekindles the rhythmic fusion of fashion and music
