BOSS Ushers In A New Era With Hailey Bieber, Anthony Joshua, Joan Smalls And Kendall Jenner

The brand has a new strategy – and a whole new look.

Hailey Bieber in the new campaign for BOSS

by Natalie Hammond |

To celebrate its brand refresh, BOSS has lined up an all-star cast of international ambassadors.

Spanning the worlds of rapping (Future), TikTok (Khaby Lame), acting (Lee Min-Ho), modelling (Hailey Bieber, Kendall Jenner and Joan Smalls), boxing (Anthony Joshua), tennis (Matteo Berrettini) and running (Alica Schmidt), #BeYourOwnBOSS speaks to a whole new generation. After 50 years, BOSS is also unveiling a new logo, with each celebrity posting a 'reveal' later today on social media.

Gallery

SEE: The New Celebrity Ambassadors For BOSS

Kendall Jenner
1 of 9
CREDIT: BOSS

Future
2 of 9
CREDIT: BOSS

Joan Smalls
3 of 9
CREDIT: BOSS

Anthony Joshua
4 of 9
CREDIT: BOSS

Hailey Bieber
5 of 9
CREDIT: BOSS

Lee Min-Ho
6 of 9
CREDIT: BOSS

Khaby Lame
7 of 9
CREDIT: BOSS

Marco Berrettini
8 of 9
CREDIT: BOSS

Alica Schmidt
9 of 9
CREDIT: BOSS

Just so you know, whilst we may receive a commission or other compensation from the links on this website, we never allow this to influence product selections - read why you should trust us