BOSS has released its global refresh campaign story for the spring/summer 2023 season. Global celebs such as global Ambassador actor Lee Min-ho, etc., participated in the campaign starting with their childhood stories.
By making collage of celebrities' childhood photos & current photos, the campaign narrative that bosses are made through their own efforts, not innate,was expressed through Boss's own storytelling.
"I ALWAYS BELIEVED IN WHO I WAS.
ALWAYS KNEW WHAT I WANTED."
-- Lee Min-ho 💕
Each of their leading talents Naomi Campbell, Maluma, Gigi Hadid, Lee Min-ho, Khaby Lame and Matteo Berrettini – personifies the BOSS spirit, showing how BOSSes aren’t born, they’re made. Here’s all you need to know about BOSS’s Spring/Summer 2023 campaign: onhugoboss.com/bsr23
"Becoming a BOSS begins from within.
And we’re on the edge of a whole new journey!"
"Conviction, effort, and faith in the process. BOSSes aren’t born. They’re made #BeYourOwnBOSS"
BEFORE THE LEGEND
BEFORE THE BREAKTHROUGH
BEFORE THE VICTORY
BEFORE THE SUCCESS
BOSSES AREN'T BORN
THEY'RE MADE
Hugo BOSS Japan
Lee Min Ho × BOSS Naver Website Updates
🔗m.brand.naver.com/boss/brand-new…
In the BOSS campaign, influencers around the world share diverse stories that inspire many people and spread their influence in various channel areas. In particular, we plan to develop an Instagram filter and operate it so that many people can participate directly.
-- BOSS Japan linevoom
"A multi-hyphenate that always inspires. #LeeMinho makes creativity seem effortless, yet puts in the hard work like a BOSS #BeYourOwnBOSS"
2023 Refresh Campaign features an exploration of what it takes to create your' own boss & a journey to become true boss.This inspires the boss's self-directed life message 'BeYourOwnBOSS' to explore more deeply & to live his life with its inherent potential.
-- arenakorea
