For the upcoming Fall/Winter 2023 collection and its accompanying campaign, BOSS puts the spotlight back onto a selection of top stars and influential ambassadors to explore what it is that defines them as a genuine BOSS. That personal journey is what embodies their strength of character, enriches their story, and humanizes them in a way that invokes respect and emboldens a broader audience. They’re made.’ This uplifting concept delved deeper into the lives of these individuals and presented the audience the idea that grit, pain, and lessons learned are all milestones that make a BOSS. The origin-story follow-up then presented the slogan: ‘BOSSes aren’t born. When the galvanizing #BeYourOwnBOSS motto was first introduced during the BOSS brand refresh in 2022, the personal layers and countless stories that lie behind this idea were just beginning to surface.
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