ONE Name Says It All
BOSS starts 2025 off strong with the launch of BOSS ONE Bodywear and a new step in its long-term strategic partnership with David Beckham.
The launch campaign is the first ever BOSS campaign for a product category and features David Beckham as the face of the collection. Directed by legendary fashion photography duo, Mert and Marcus, and designed by the Team Laird agency, the campaign will be showcased in cinemas and on streaming platforms, including Amazon Prime, Netflix, HBO Max, and more.
With this collection, the brand is reimagining the product group, offering men's underwear essentials in premium, comfortable materials.
Exclusive London Launch
The BOSS ONE Bodywear collection was celebrated at an exclusive event on January 30, 2025, at the breathtaking Lightroom venue in Kings Cross, London. The event featured 360° screens displaying the new campaign, complemented by immersive light shows and performances by renowned DJs Mark Ronson and Honey Dijon.
VIP guests, including Victoria Beckham, James Corden, Gordon Ramsey, Gemma Chan, Kaya Scodelario, Munya Chawawa, Paul Forman, and Luke Newton, added glamour to the occasion.
David Beckham & Family
Gemma Chan & Kaya Scodelario
Paul Forman & Luke Newton
Lightroom London
Lightroom London
Lightroom London
The launch is supported by a comprehensive 360-degree marketing campaign, with billboards and high-traffic locations showcasing striking stills of Beckham, and a hi-tech CGI activation. On social media, nearly 100 talents will showcase BOSS ONEs.
BOSS ONE Bodywear will be available via interactive vending machines in key cities in Europe and the US, as well as in over 100 dedicated pop-ups and BOSS stores worldwide, offering the complete first drop of the collection.
