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BOSS unveils all-star AW24 campaign headed by David Beckham in “CorpCore” tailoring

Tom Bottomley
28 August 2024

BOSS has unveiled its new AW24 campaign under the title of "It’s for Life" – headed up by former footballer David Beckham, alongside an all-star cast sporting "CorpCore-inspired" tailoring from the new BOSS collection.

It marks Beckham’s first campaign since the announcement of his strategic partnership and design collaboration with BOSS in May 2024.

Beckham said: "It’s great to be a part of this BOSS campaign for AW24, marking an exciting start to my long-term ambassadorship with BOSS."

Joining Beckham in the campaign is Nigerian singer-songwriter Burna Boy, South Korean actor Lee Jong-suk and Italian tennis player Matteo Berrettini, who also returns as the brand ambassador for licensed BOSS watches, jewellery and eyewear.

Naomi Campbell

There is also returning talent in the form of Brazilian supermodel Gisele Bündchen, and legendary model Naomi Campbell - who is also a brand ambassador for the season across BOSS watches, jewellery and eyewear.

Gisele Bündchen

In the campaign, each talent features in an "elevated office setting and tailored looks". The CorpCore theme is a continuation of what was presented at the BOSS AW23 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 world.

Going live alongside the AW24 campaign, on Threads Boss will feature BTS audio clips starring key talents, while polls and questions will "invite BOSS fan perspectives and amp up engagement" with the aim to build a buzz around the campaign.


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