David Beckham joins BOSS’ star-studded “It’s for Life” campaign

As part of his strategic, multi-year collaboration with BOSS, football star and icon David Beckham makes his first appearance for the brand’s all-star campaign, which features globally renowned talents in corpcore-inspired tailoring.

David Beckham is the newest star in BOSS’ latest campaign

A stellar cast featuring a list of new and iconic faces, together with some distinguished and familiar talents, brings to life this exciting new chapter of the BOSS story. “It’s great to be a part of this BOSS campaign for Fall/Winter 2024, marking an exciting start to my long-term ambassadorship with BOSS, said David Beckham.

David Beckham

The legendary British footballer and style icon appears in his first campaign since the announcement of his strategic partnership and design collaboration with the brand. He joins the ranks of Nigerian singer-songwriter Burna Boy and South Korean actor Lee Jong-suk, alongside returning talent and iconic Brazilian supermodel Gisele Bündchen.

Lee Jong-suk
Burna Boy

Beckham also joins legendary model Naomi Campbell, who, this season, is also brand ambassador for BOSS watches, jewelry and eyewear. Italian tennis player Matteo Berrettini also returns as brand ambassador for licensed BOSS watches, jewelry and eyewear. 

Naomi Campbell
Matteo Berrettini

Ever since the launch of #BeYourOwnBOSS campaign, BOSS has championed the call for individuals to lead a self-determined life driven by style and confidence. For the upcoming Fall/Winter season, the brand shifts this message, taking it one step further, because having the power within to find your voice and be your own BOSS isn’t just a one-off commitment: It’s for life. 

In the new campaign, the talent — decked out in the latest BOSS styles — reveal their own guiding principles throughout their lifelong journey. The Fall/Winter 2024 assortment offers a full wardrobe selection for all occasions, fitting seamlessly within the needs of a 24/7 lifestyle. 

Gisele Bündchen

Signature BOSS suiting is reimagined with strong, modern silhouettes, which provide a fresh perspective that feels perfectly tailored to the colder months to come. In the campaign, we see each talent individually committing their guiding rules to pen and paper. The elevated office setting and tailored looks, as well as the corporate visuals highlighted throughout the campaign’s set design, are an extension of the “corpcore” theme first seen at the BOSS Fall/Winter 2023 show last September. 

​The launch will be supported by a 360-degree marketing campaign amplified across large-scale outdoor advertising in 29 key cities around the globe. Online, BOSS continues to engage and build its fan community with the launch of its new Instagram broadcast channel. Going live alongside the Fall/Winter campaign, its always-on approach will further engage and build on the Instagram BOSS fan base. Over on Threads, BOSS will feature BTS audio clips starring key talents, while polls and questions will invite BOSS fan perspectives and amp up engagement, building a buzz around the campaign.

The Fall/Winter 2024 collection is now available at BOSS stores at Greenbelt 5, Rustan’s Makati, Rustan’s Shangri-la, Shangri-la East Wing, Solaire Resorts & Casino, City of Dreams, Newport Mall, Rustan’s Cebu and Nustar Cebu and at Trunc.