David Beckham has made his first appearance as part of his strategic partnership and multi-year collaboration with the Boss label. But it’s not a solo show. The campaign also features some “new and iconic faces, with some distinguished and familiar talents”.

So, alongside Beckham we see Nigerian singer songwriter Burna Boy and South Korean actor Lee Jong-suk, plus returning Brazilian supermodel Gisele Bündchen, and Naomi Campbell, who’s also brand ambassador for Boss Watches, Jewellery and Eyewear this season (more of that later), and Italian tennis player Matteo Berretini, another returning face for Watches, Jewellery and Eyewear.

In the new campaign, all of these famous faces reveal their own guiding principles throughout their lifelong journey while wearing the AW24 collection that we’re told offers a full wardrobe selection for all occasions.

That includes signature suiting reimagined “with strong, modern silhouettes, which provide a fresh perspective that feels perfectly tailored to the cold months to come”.

The launch is being supported by a 360° marketing campaign amplified across large-scale outdoor advertising in 29 key cities globally.

Online, the label continues to “engage and build its fan community with the launch of its new Instagram broadcast channel” that’s going live with the campaign. Over on Threads it will also feature BTS audio clips starring key talents, while polls and questions will invite fan perspectives and boost engagement.

As for that Naomi Campbell development, as mentioned, she’s the ambassador for AW24 for key accessories, following on from her runway and campaign appearances for the brand, and the release of the Boss x Naomi capsule collection earlier this year.

Inspired by the fluid lines of classic cars, she wears the new Boss Grand Tour watch for Her. It features a curved case, five-link tapered bracelet and “feminine”, rich dial that “adds to the luxury athletic feel, capturing the essence of the confident, strong and determined Boss woman”. 

The Grand Tour pairs with the new Double B Jewellery collection.