When it comes to picking a man to best represent your brand on a global style level, you could do a lot worse than David Beckham. We know this, and the multiple other brands that the former England footballer has aligned himself with know that too. Just ask the likes of Nespresso, Maserati, and Tudor, but Beckham’s new partnership with BOSS feels different— because it is different.
The German fashion giant has not only signed up Beckham’s timeless handsomeness to be one of the faces of its latest campaign (alongside Nigerian singer-songwriter Burna Boy and South Korean actor Lee Jong-suk), but it is the first part of new multi-year strategic partnership together. Chief among the agreement will see the release of both capsule and seasonal collections designed and curated by David Beckham, with BOSS harnessing the style icon’s lifelong fashion credentials and working with him to collaborate on all stages of the design process.
“Over the last few years, I’ve been wanting to invest more time in design and fashion, but wanted to ensure I collaborated with a brand and team that could deliver something truly global and impactful,” Beckham said in a statement.
“Not only has BOSS signed up Beckham’s timeless handsomeness for its new campaign, but it is part of an agreement that will also have him design collections for the brand in the near future”
Well, if globally impactful is what Beckham is after then the first step of the partnership seems to be right on point.
With its new ‘It’s For Life’ CorpCore campaign, Boss unveiled an all-star cast of globally-renowned talent with legendary supermodels Gisele Bündchen and Naomi Campbell joining Beckham and the other aforementioned male talents. In the new campaign, each star—decked out in the latest Boss styles—reveal their own guiding principles throughout their lifelong journey, writing down their non-negotiables on pen and paper.
The elevated office setting and tailored looks, as well as the corporate visuals highlighted throughout the campaign’s set design, are an extension of the “CorpCore” theme first seen at the Boss Fall/Winter 2023 show last September.
In terms of design, the brand’s signature suiting is reimagined with strong, modern silhouettes, helping to provide a fresh, current perspective that feels perfectly tailored to the colder months to come.
The collection is more than enough to tie us over until the next stage of the Beckham x Boss partnership is launched.