Last night, London was lit up with record-breaking sky-high holograms of Boss' legendary ambassadors to mark the launch of its spring/summer '24 campaign
Holograms are not necessarily new territory in the fashion world (who could forget the ghostly illusion of Kate Moss that closed McQueen's 'Widows of Culloden' show in 2006?), yet Boss has managed to harness the technology to break the industry's record books, with a large-scale installation that lit up London in the wee hours last night.
To unveil its spring/summer '24 campaign with a bang, the brand became the first to create a large-scale outdoor hologram that hovered for hours in Potters Fields Park, backdropped by the iconic Tower Bridge. The hologram itself? It brought to life two of its very own Bosses, supermodel Gisele Bündchen (a new face for the brand) and actor Lee Minho (a returning ambassador), in an eerily lifelike way – were it not for the fact they both towered tall over onlookers at a height of 12 metres. For those not quite sure of the scale, that's roughly the height of a giant sequoia tree or a standard Olympic diving platform.
Bündchen was illuminated in the night sky wearing an ivory three-piece tailored ensemble over a coordinating sheer V-neck, while Minho was rendered in a casual beige look comprising a sweater, trousers and relaxed-fit jacket. The ensembles, both from the SS24 collection, accurately convey the mood of the range: airy, fresh, and light – not to mention ideally suited for a lightshow.
The collection builds on design themes previously seen at the brand's Miami show: a sophisticated mood, muted colour palette, and suiting – Boss' signature – as its main character. On the womenswear side, sheer layers are balanced with structured pieces. Take, for example, a camel two-piece short suit paired with a breezy longline shirt and beige V-neck knit. The blazers are oversized, the trousers fluid. An elegant scarf-neck dress is a hero piece for the season, while a cream trench coat and new leather pump iterations are also making the Vogue Scandinavia wish list.
The SS24 menswear follows suit, with lightweight outerwear in soft shades, smart shirts, oversized cream blazers and clean-cut waistcoats – grounded with sleek leather sneakers and lace-ups. In the words of the brand, 'a wardrobe that can be relied on 24 hours a day, seven days a week, offering the perfect look for any occasion' throughout the warmer months ahead.
If you're not already sold, a star-studded line-up accompanies Bündchen and Minho in the campaign, lensed by legendary Swedish photographer Mikael Jansson. British model Adwoa Aboah is a new recruit for the brand alongside Bündchen. At the same time, Minho is joined in his return to ambassadorship by Italian tennis star Matteo Berrettini and British singer and actor Suki Waterhouse (the face of Boss Watches, Jewellery and Eyewear).
The powerhouse casting – and record-breaking campaign launch spectacle – reinforces Boss' sentiment of #BeYourOwnBoss, exuding confidence, style and a forward-looking vision. This season, however, the brand also sends the message of 'the choice is yours' – reminding its community that the power to 'be your own Boss' lies within.