David Beckham, almost naked? We drool over the new Boss campaign
Former footballer David Beckham makes a welcome return to the world of modeling with the Boss One Bodywear collection.
After several years’ absence as a model, David Beckham is back in fashion as the face of the new Boss One Bodywear campaign. He made his mark in 2012 with his collaboration for H&M, but this time he’s posing for Boss, asserting his timeless elegance at nearly 50.
A stylishly orchestrated comeback
Despite his retirement from modeling, David Beckham couldn’t resist the invitation from Boss and the famous photography duo Mert & Marcus. “I once said my modeling days were numbered, but when Boss presented me with this campaign, I couldn’t refuse,” he confided.
In a world with cinematic accents, the campaign features the ex-sportsman in a classic sports car, entering a New York loft to the iconic music of In the Air Tonight. Charisma, sensuality and elegance are the order of the day.
A minimalist collection
Pieces in the Boss One Bodywear collection include boxers, briefs, tank tops and t-shirts, in a sober black and white palette, designed in a blend of cotton and elastane for optimum comfort.
The campaign was unveiled in London at the Lightroom immersive space in Kings Cross, in the presence of David Beckham and his family. A prestigious launch that marks a new stage in the collaboration between the former footballer and the brand.
A long-term strategic partnership
According to Hugo Boss CEO Daniel Grieder, the campaign symbolizes an evolution in the brand:
“The launch of the Boss One Bodywear collection marks a new chapter in our strategic partnership with David Beckham. We want to inspire our customers and fans around the world.”
The collection will be available from February 1 on boss.com, in Boss boutiques, in dedicated pop-ups and at selected retailers.
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