David Beckham at BOSS: the long-awaited collab?
When a sports icon enters the world of fashion, the spotlight shines. With BOSS, David Beckham signs a collection that could well reshuffle the deck in men’s wardrobe for 2025.
Beckham x BOSS: a heavyweight collab
A year after announcing their partnership, the first BECKHAM x BOSS collection was launched. And the brand spared no expense to make its mark. In London, a 541 m² mural on Tabernacle Street – the largest ever created in Europe – sets the tone: this collaboration is much more than a clothing line, it’s a style manifesto.
In a series of shots signed Lachlan Bailey, the former British footballer embodies his vision of an “effortless and elegant” wardrobe. A promise kept through pieces in neutral tones, punctuated by pastel touches, that oscillate between controlled comfort and assumed sophistication.
A fashion strategy thought out to the millimetre
This launch is part of the global strategy led by Daniel Grieder, CEO of Hugo Boss. The aim is to modernize the BOSS image by leveraging strong personalities, a robust loyalty program and a renewed focus on sustainability. With over 88 million followers on Instagram, Beckham is as strategic a choice as he is obvious.
The collection covers every moment of the day, with casual yet polished silhouettes and tailored suits to appeal to a discerning clientele. Chelsea boots, 48h bags, caps… each piece seems designed for the urban man who wants to combine allure and ease.
A David Beckham designer or ambassador 2.0?
More than a mere muse, David Beckham claims a real role in the design of the pieces. This active positioning could well appeal to a generation in search of meaning and authenticity – or rather, coherence between image and commitment, in a fashion world often decried for its “cache-misère” collaborations.
Read also: Why does Cartier’s Panther thrill the fashion world?
