The BOSS FW23 campaign explores the transformative journeys that define what it means to be a boss, introducing a new slogan: “Bosses aren’t born. They’re made.” Highlighting stories of resilience, grit, and personal growth, featuring icons like Naomi Campbell, Gigi Hadid, Maluma, and newcomers Patrick Mahomes and Suki Waterhouse. The collection itself reflects this spirit through a blend of refined textures, laid-back tailoring, and a retro-modern aesthetic.

Cinematic black-and-white videos showcase each ambassador’s defining moments, set against archival footage and the backdrop of Tupac Shakur’s “Changes,” reinforcing the message of transformation, authenticity, and self-made success.

Creative Director: Harrison Kuykendall
Photographer: Mikael Jansson
Agency: Team Laird