Safilo Group and BOSS present the Spring/Summer 2024 BOSS Eyewear collection. The empowering #BeYourOwnBOSS campaign champions a self-determined life, driven by confidence, style, and a forward-looking vision. This season, self-determination takes center stage, underscoring that the choice is yours – the power to be your own BOSS lies within.
For Spring/Summer 2024, BOSS Eyewear is showcased by British singer and actress Suki Waterhouse, Italian tennis player Matteo Berrettini, and South Korean actor Lee Minho. In the new campaign, each talent is pictured in a labyrinthine environment, moving out of the shadows, and into the light – poetically demonstrating how formative life choices can be.
This season, BOSS enriches its men’s and women’s eyewear collections with new sunglasses and optical frames in highly distinctive designs. Frames in lightweight Acetate Renew are composed of bio-based and recycled materials, while lenses are made of either bio-based nylon or Tritan™ Renew, a premium plastic made from recycled materials. The styles are offered in solid colors or Havana hues and are accented with signature metal embellishments in the form of iconic BOSS stripes.
Campaign credits:
Cast: Lee Minho, Matteo Berrettini, Suki Waterhouse
Photographer: Mikael Jansson
Creative Direction: Trey Laird & Team Laird
About Safilo Group
About Safilo Group Established in 1934 in Italy’s Veneto region, Safilo Group is one of the eyewear industry’s key players in the design, manufacturing and distribution of prescription frames, sunglasses, outdoor eyewear, goggles and helmets. The Group designs and manufactures its collections by blending stylistic, technical and industrial innovation with quality and skillful craftsmanship. With an extensive global presence, Safilo’s business model enables it to monitor its entire production and distribution chain. From research and development in five prestigious design studios, located in Padua, Milan, New York, Hong Kong and Portland, to its companyowned production facilities and network of qualified manufacturing partners, Safilo Group ensures that every product offers the perfect fit and meets the highest quality standards. Reaching approximately 100,000 selected points of sale worldwide with an extensive wholly owned network of subsidiaries in 40 countries and more than 50 partners in 70 countries, Safilo’s well established traditional wholesale distribution model, which encompasses eyecare retailers, chains, department stores, specialized retailers, boutiques, duty free shops and sporting goods stores, is complemented by Direct-to-Consumer and Internet pure player sales platforms, in line with the Group’s development strategies. Safilo Group’s portfolio encompasses home brands: Carrera, Polaroid, Smith, Blenders, Privé Revaux and Seventh Street. Licensed brands include: Banana Republic, BOSS, Carolina Herrera, Dsquared2, Etro, Eyewear by David Beckham, Fossil, havaianas, HUGO, Isabel Marant, Juicy Couture, Kate Spade New York, Levi’s, Liz Claiborne, Love Moschino, Marc Jacobs, Missoni, M Missoni, Moschino, Pierre Cardin, PORTS, rag&bone, Stuart Weitzman, Tommy Hilfiger, Tommy Jeans and Under Armour. The parent company, Safilo Group S.p.A., is listed on the Euronext Milan organized and managed by Borsa Italiana (ISIN code IT0004604762, Bloomberg SFL.IM, Reuters SFLG.MI). In 2022, Safilo Group recorded net revenues for Euro 1,076.7 million.
SAFILOGORUP.COM
INSTAGRAM: @Safilogroup
FACEBOOK: facebook.com/safilocorporate
About BOSS and HUGO BOSS:
BOSS is made for bold, self-determined individuals who live life on their own terms, with passion, style, and purpose. Collections offer dynamic, modern designs for those that embrace who they are fully and unapologetically: as their own BOSS. The brand’s heritage tailoring, performance suiting, casualwear, denim, athleisure, and accessories cater
to the style needs of the discerning consumer. Licensed fragrances, eyewear, watches, and kidswear complete the brand. The world of BOSS can be experienced in over 400 own stores worldwide. BOSS is the core brand of HUGO BOSS, one of the leading companies positioned in the premium segment of the global apparel market. The group offers collections in 132 countries at around 7,400 points of sale and online in 70 countries via hugoboss.com. With approximately 17,000 employees worldwide, the company, based in Metzingen (Germany), posted sales of EUR 3.7 billion in the fiscal year 2022.
BOSS.COM
INSTAGRAM: instagram.com/boss
FACEBOOK: facebook.com/hugoboss
YOUTUBE: youtube.com/boss
TIKTOK: tiktok.com/@boss