For Men. Not Boys.

One name says it all. A cinematic campaign reinventing the power of being a man. Despite all the it’s global growth, BOSS was still the No. 2 challenger in men’s underwear. There’s never been a real push to take on the leader—until now. With David Beckham, BOSS ONE doesn’t just show up. It showed us what a man is today. Confident. Sexy. The modern masculine icon.

BOSS’s biggest global campaign yet—a blockbuster, multi-channel moment, set to In the Air Tonight by Phil Collins.

Fashion Media Awards Winner—Best Campaign of the Year

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  • Creative Directors: Michael Riso, Larissa Modenesi
    Art Director: Katie Smith
    Photographers & Directors: Mert & Marcus
    Stylist: Joe McKenna
    Hair: Paul Hanlon
    Makeup: Diane Kendal
    DP: Jonathan Sela
    Set Designer: Stefan Beckman
    Editor: Will Town
    Music: Michelle Gaubert
    Production: January Productions
    Agency: Team Laird

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