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David Beckham, 49, appeared in his first campaign for BOSS since signing his ambassadorship in May this year.
“It’s fantastic to be part of this BOSS Autumn/Winter 2024 campaign, which marks an exciting start to my long journey as an ambassador with BOSS,” said Beckham.
Beckham, who became a global style figure after rising to fame playing football for Manchester United, Real Madrid and the England national team, joins fellow sporting legend Matteo Berrettini, 28, as male ambassadors for the brand's autumn/winter campaign.
Supermodels Gisele Bündchen and Naomi Campbell are among the female faces of the German fashion house.
It's no surprise that BOSS has chosen Beckham to star in its new campaign, as the sports star is no stranger to the fashion world. The former footballer has already collaborated on collections with H&M and also in a partnership with Kent & Curwen.
However, this new partnership with BOSS is a cut above the rest, as both the star and the fashion house embark on a new adventure that explores maturity, capability and sophistication.
The brand message for this season’s collection was to cultivate the power of finding your voice and #BeYourOwnBOSS, adding the tagline, “It’s for Life,” in hopes of inspiring people to commit to guiding principles throughout their lives.
In July 2024, Hugo Boss reported on “persistent macroeconomic and geopolitical challenges that are holding back global consumer demand” and revised the brand’s approach.
The brand said it expected full-year sales to fall 1% to between €4.2 billion and €4.35 billion, compared with a previous forecast of €4.3 billion to €4.45 billion.
Analysts noted that this was the weakest quarter BOSS had seen since new CEO Daniel Grieder took over in 2021.
Perhaps David Beckham's embassy will successfully implement Grieder's new plan of action.
