Germany's Boss unveils SS24 collection with striking Double B monogram

23 Feb '24

3 min read

Pic: Hugo Boss

Insights

The #BeYourOwnBOSS campaign empowers individuals to lead confidently.
The Spring/Summer 2024 collection features the Double B monogram symbolizing bold choices.
Core apparel includes monochrome looks and accessories like sleek bags and trainers.
A digital campaign showcases the monogram in global settings and invites influencers to embody its spirit.

The #BeYourOwnBOSS campaign marked a turning point for BOSS, and created global momentum through a message encouraging individuals to lead a self-determined life, driven by confidence, style, and a forward-looking vision. For the upcoming season, this energizing message takes a closer look at how personal decisions have transformed us into the BOSSes we are today – reminding individuals that the power to be your own BOSS lies within. The choice is yours to embrace that power.

The Spring/Summer 2024 collection presents an elevated assortment across all categories, combining the force of the brand’s tailoring knowhow with casual pieces and accessories. A standout feature in the new selection is the Double B monogram: an eye-catching emblem that symbolizes the spirit of a true BOSS – a person with the power to make bold life choices and isn’t afraid to make a statement. The overall approach is a style-infused clarion call to connect BOSS fans through the strength of this inspirational message. This new monogram, with its sleek interwoven design, carries with it a wealth of significance while being showcased across essential pieces in the full product range, from apparel to accessories.

In keeping with the BOSS 24/7 lifestyle wardrobe, the Double B selection delivers core apparel, mostly in the form of monochrome or tone-on-tone looks such as suits, jersey pieces, bomber jackets, and knitwear. Key Double B menswear styles include a sporty backpack, and a sleek, crossbody bag. In womenswear, this monogram is featured on the closure of a leather shoulder bag with metal straps, a crossbody bag, and a summery pair of high-heeled strappy sandals.Furthermore, the Double B accents casual pieces available in both the men’s and women’s selections, including versatile trainers crafted in a combination of smooth leather and soft suede, as well as a smart baseball cap.

A multi-pronged digital campaign marks the debut of the Double B monogram. First off, the motif will be recreated in super-sized 3D images using hyper-realistic CGI technology in iconic settings around the globe. Subsequently, BOSS will invite influencers and ambassadors to express their personalities and attitude through the “Double B, Every Me” campaign. These individuals will create different characters of themselves while showcasing their authentic, multifaceted personalities, interacting with and wearing the Double B products. The approach creates a fun and lighthearted opportunity to share engaging social content and invite our global audience to participate in the campaign. The new Spring/Summer 2024 collection, including Double B monogram styles, will be available at boss.com, in BOSS stores worldwide, and through wholesale partners.