On May 16, Hugo Boss announced a multi-year global design collaboration with David Beckham for its BOSS brand.
This strategic partnership will feature a capsule and seasonal collection supervised and designed by Beckham. Focusing on both formal and casual menswear, the collection will be unveiled in Spring/Summer 2025.
From former Manchester United star to now international star, Beckham’s signature style combined with BOSS’s 24/7 premium lifestyle positioning and its commitment to excellence, highest quality, and superior design will make this a special collaboration like never before.
Daniel Grieder, CEO of Hugo Boss said, “David Beckham is a true global icon in both sports and fashion. With his distinctive entrepreneurial spirit and authentic passion for fashion, he perfectly embodies the values of our BOSS brand. We are very much looking forward to seeing the first collections come to life and working closely with David throughout this multi-year partnership.”
David Beckham also commented, “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. I’ve really enjoyed the collaboration with BOSS so far and have been impressed by the team’s ambition, creativity, and desire for excellence. I look forward to sharing what we’ve been working on so far, including the Fall/Winter 2024 campaign as the first step in our long-term partnership.”
The company has undergone a major rebranding of the Hugo Boss and Boss brands beginning in 2022, with a comprehensive digital strategy and a reinvention that includes the active use of influencers.
The campaign featuring celebrities has been particularly successful including BOSS featuring Los Angeles Dodgers superstar Shohei Ohtani as an ambassador for the “BOSS x Shohei Ohtani ” collection. Earlier this year, the company also partnered with supermodel Naomi Campbell to launch a new womenswear collection focused on travel.