ONE NAME SAYS IT ALL: DAVID BECKHAM STARS IN NEW BOSS ONE BODYWEAR CAMPAIGN
This January, David Beckham stars in the new BOSS underwear campaign, as the brand launches its BOSS ONE Bodywear collection, directed by legendary fashion photography duo, Mert and Marcus.
'The launch of the BOSS ONE Bodywear collection marks another milestone and a new chapter in our long-term strategic partnership with David Beckham. It is also a testament to our joint dedication to style and excellence. Bodywear is an iconic product group, and with this campaign, we aim to inspire customers and fans of the brand worldwide more than ever,' says Daniel Grieder, CEO of HUGO BOSS.
The BOSS ONE Bodywear collection consists of premium-quality men's underwear essentials, including trunks, briefs, tank tops and T-shirts in minimalist black and white hues. Crafted from a figure-hugging blend of cotton and elastane, the selection offers all-day comfort and confidence.
The campaign, designed by the Team Laird agency, sees Mert and Marcus apply their distinctive cinematic style to breathtaking video and stills of Beckham, whom we see pulling up in a classic sportscar and entering a New York City warehouse apartment.
On screen, Beckham invites the viewer in as he returns home for the day, to the pulsing beat of the anthemic 'In the Air Tonight.' Brace for boldness and an element of surprise as Beckham reveals the new black BOSS ONE Bodywear trunk.
'I once said that my bodywear modelling days had come to an end, but when BOSS shared their ambition for the range and brought in my good friends Mert and Marcus to shoot the campaign with their brilliant creative ideas I simply couldn't refuse,' said David Beckham. 'The new BOSS One collection is beautifully made. I'm proud to support BOSS in our long-term strategic partnership with this campaign.'
To complement Beckham's appearance in the BOSS ONE Bodywear campaign, BOSS officially launched BOSS ONE Bodywear in an exclusive event on January 30, 2025, at Lightroom in Kings Cross, London.
The event, hosted at the breathtaking, subterranean Lightroom exhibition space, presented the BOSS ONE Bodywear campaign to attendees on 360° screens. Throughout the evening, striking, immersive light shows filled the space, welcoming guests upon arrival, creating hype for the campaign film screening, and later, tempting everyone onto the dance floor. Golden Martinis crafted on-site by luxury gin brand Seventy One and performances on the decks by DJs Mark Ronson and Honey Dijon rounded out a spectacular evening.
The BOSS ONE Bodywear launch is supported by a 360-degree marketing campaign. In a brand first for BOSS, Beckham will thrill audiences in cinemas and at home, appearing in BOSS ONE Bodywear campaign clips on the big screen and on streaming platforms such as Amazon Prime, Netflix, HBO Max, Paramount Plus, and Sky TV.
Larger-than-life stills of Beckham in his BOSS ONEs will appear on billboards and in selected high-traffic locations, as well as in BOSS stores and department stores around the world. On social media, the BOSS ONE Bodywear campaign will see close to 100 talents of the moment show off their BOSS ONEs across various platforms. Also a debut for the brand: BOSS ONE Bodywear vending machines will be placed at key locations in Europe and the US, selling hero products from the collection in a fun, interactive way. Additionally, over 100 dedicated pop-ups will appear in premium retail locations worldwide, featuring the complete first drop of BOSS ONE Bodywear.
The BOSS ONE Bodywear collection will be available on boss.com, at dedicated pop-ups, at BOSS stores globally, and via selected BOSS wholesalers from February 1.
Hashtags
Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles
Web Release
18-05-2025
- Web Release
OUTLETCITY METZINGEN LAUNCHES BIGGEST SUMMER CAMPAIGN EVER: 'ENDLESS SUMMER VACATION'
By Editor_wr On May 18, 2025 With its new summer campaign Endless Summer Vacation , Outletcity Metzingen kicks off its largest summer experience to date. From May to September, guests can look forward to a diverse program of events, sports, culinary delights, and exclusive shopping highlights. One of the main attractions is the Boss Beach, including the BOSS Bar, which invites visitors to relax with a premium food and beverage offering—featuring a signature BOSS cocktail. For those feeling sporty, a ping-pong area is available; paddles and balls can be borrowed at the information desk inside the Boss Outlet Store for a small deposit. The campaign's event lineup promises numerous highlights: things kick off on May 16 with an opening party featuring a vibrant program and musical entertainment by DJ Kiti Arsa. Each month, guests can look forward to further highlights, including celebrity appearances, sports activities, and attractive offers. With Endless Summer Vacation , Outletcity Metzingen is taking lifestyle, fashion, and entertainment to the next level—making summer 2025 an unforgettable experience. Boss Beach Opening Hours from May 16: TUE–SAT: 12:00–8:00 PM Comments are closed.
Web Release
22-04-2025
- Web Release
BOSS ANNOUNCES K-POP ICON S.COUPS OF SEVENTEEN AS GLOBAL BRAND AMBASSADOR
By Editor_wr On Apr 22, 2025 BOSS is pleased to announce the leader of the globally acclaimed K-pop group SEVENTEEN, as its newest global brand ambassador. As part of this collaboration, will be styled in signature BOSS looks for select public appearances and exclusive events. He will also appear in upcoming brand campaigns, offering his confident presence and refined charisma to the BOSS story. 'I'm incredibly honored to join BOSS as a global brand ambassador. To me, BOSS represents the ultimate in style, elegance, and self-determination. These are values that resonate deeply with me, and help to drive my success in my musical career. I look forward to bringing my energy and love of fashion to this exciting collaboration. I can't wait to wear iconic BOSS looks, and connect with fans and audiences worldwide through BOSS campaigns and events,' says Renowned for his powerful band leadership and distinctive style, has played a central role in SEVENTEEN's global success. His sophisticated aesthetic and presence align naturally with the BOSS identity, making the partnership a seamless reflection of shared values. This year also marks the 10th anniversary of SEVENTEEN's debut—a meaningful milestone that will be highlighted by the group's highly anticipated comeback in May. Through this collaboration, will continue to expand his global influence, while connecting with new audiences worldwide through his BOSS appearances. BOSS ANNOUNCES K-POP ICON OF SEVENTEEN AS GLOBAL BRAND AMBASSADOR Next Post UAE Approves AI Plan To Develop Smarter Laws Comments are closed.
Khaleej Times
25-03-2025
- Khaleej Times
'I paint because I have to': inside the mind of Sacha Jafri — from record-breaking art to life in Dubai
British-born artist Sacha Jafri has become world renowned for his mega projects and not least, his Guinness World Record canvas, now putting him among the world's most expensive living artists. The 1,595.76 square metre piece, Journey of Humanity, which was split into 70 sections, was bought by entrepreneur Andre Abdomen for $62m in 2021. His creations have spanned working with the likes of Rolls Royce, Disney, UNESCO and stars such as footballer David Beckham, he has sent his work into space with NASA, and for more than 20 years, he has called Dubai home. Khaleej Times sat down with the Oxford University graduate to find out more about what keeps him in the city that never sleeps. For Jafri, painting is in his blood. 'I don't paint because I want to. Sometimes I hate it,' he said. 'I paint because I have to, and I will have to paint till I die. Because, if you ask anyone in my life, if I haven't painted for two weeks, I become very difficult emotionally. I'm not connected to what's in front of me,' he explained. Professionally, Dubai has allowed him to bridge the world from Europe and the Middle East to the Far East. He fondly remembers the trips when he visited back in 2000 and 2003, when the city was only just beginning to take shape. 'I loved Dubai in 2000 and in 2003 it was that place where you come off the plane and it smells different, like when you go to Marrakesh. You come to Dubai because you have 200 nationalities living together in harmony. There's no other place in the world where that happens,' he said. At that time, the art world was moving east, and that trend has continued, offering a boon to the art world. 'In the last few years, there's been a massive power shift towards the Middle East and the Far East,' he said, countries like India, South Korea and China now becoming major players alongside the Middle East where art fairs and galleries have taken countries like the UAE into a new realm of possibilities in the art world. 'Dubai became one of the the busiest airports in the world, one of the most transit flights coming through Dubai so you've got people transiting through, connecting to my studio from all over the world, but more specifically, the Middle East and the Far East. So geographically, it started making a lot of sense,' added Jafri. Having his work bought by the likes of Madonna and Guy Ritchie, Kevin Spacey and more, helped propel the young artist and former Etonian from galleries in London to the world stage. Today, he creates around 12 paintings over a two-year period and has around 150 people on a waiting list to buy at any one time, celebrity fans said to include Sir Richard Branson, Barack Obama, Bill Gates, George Clooney, Oprah Winfrey and Leonardo DiCaprio. At the peak of the former England captain's career, he did a huge 7x6 foot piece of David Beckham's foot, which would fetch $500,000 at auction in Qatar and later see him commissioned to do work to celebrate 25 years of Britain's Premier League, and a portrait of South Africa's Nelson Mandela before his death in 2013. With so many achievements under his belt, including the first artwork on the moon and UNESCO 50 celebrating their 50th anniversary, it is hard to believe that the talented art star could have anything but a thriving sense of self and creativity. But as with any artist, the self-doubt is never far away. 'You're constantly failing as an artist,' he tells Khaleej Times frankly. 'I think that's important, because the thing about being an artist, which I think people don't necessarily realise it, is a black hole of constant insecurity constant. If you're real about it, you have a blank canvas with nothing, and you're presented with a blank canvas with nothing on it every time you start. 'That's a very difficult place to start. It doesn't matter what skills you have, what background you have, what history you have, that canvas is blank. You've got to somehow create something meaningful in this world that's really difficult.' But it is that emotional place and his insecurity, he says, which drives his creativity. 'If you're not questioning yourself, if you're not full of insecurities, if you're not feeling very extreme emotions on your life, that canvas is not going to have much to it. So I think it does help if you hit those quite dark moments, you hit those walls, you have those emotional difficulties.' Jafri admits he will never buy into the commercialism of the art world, but he longs to leave a legacy. 'I would like to be recognised on the same level as Van Gogh, on the same level as Michelangelo, Da Vinci, and I'd say Picasso is not even on that level. So until I'm in that level, I'm nowhere near the legacy I want to be. So I don't expect people to be seeing me on that level yet, but I got another 70 years to get there."
