HUGO BOSS has once again raised the bar in men’s fashion with the launch of its highly anticipated BOSS ONE Bodywear collection, starring global icon David Beckham.
This latest chapter in their long-standing partnership brings a cinematic and bold approach to the world of bodywear, capturing Beckham’s effortless charm in a striking new campaign.
The BOSS ONE Bodywear collection introduces a refined selection of premium essentials, including trunks, briefs, tank tops, and T-shirts. Each piece is crafted from a luxurious cotton-elastane blend, offering ultimate comfort and an impeccable fit. Designed with minimalism in mind, the collection embraces a sophisticated black-and-white palette, reflecting BOSS’s timeless elegance while incorporating modern, functional style. It’s the perfect blend of luxury and practicality.
This milestone launch is accompanied by a cinematic campaign shot by renowned photographers Mert and Marcus. The visuals pulse with bold energy as Beckham makes his entrance in a sleek sports car, entering a New York City warehouse apartment. The campaign film, set to the iconic beats of Phil Collins’ “In the Air Tonight,” is a perfect blend of luxury and drama as Beckham confidently reveals the BOSS ONE Bodywear trunk.
Daniel Grieder, CEO of HUGO BOSS, shared his excitement about the partnership, stating, “The launch of BOSS ONE marks a significant milestone for our brand and highlights our enduring collaboration with David Beckham. This campaign is a testament to our shared commitment to excellence in style, and we aim to inspire our customers around the world more than ever before.”
Beckham, who had previously expressed that his bodywear modeling days were behind him, couldn’t resist returning to the world of bodywear modeling when he saw the vision for the BOSS ONE collection. He remarked, “When BOSS shared their ambition for the collection and brought in my good friends Mert and Marcus, I knew I had to be part of it. The BOSS ONE collection is beautifully crafted, and I’m honored to support this campaign.”
To celebrate the launch, BOSS hosted an exclusive event on January 30, 2025, at the Lightroom exhibition space in Kings Cross, London. The evening featured an immersive 360-degree light experience, where guests were treated to a screening of the campaign film. The event’s vibrant atmosphere was enhanced by DJ sets from Mark Ronson and Honey Dijon, while luxury gin brand Seventy One provided Golden Martinis for guests to enjoy.
The campaign will feature Beckham in a wide-reaching marketing strategy across multiple platforms. Expect to see Beckham’s striking visuals in cinemas, streaming services like Amazon Prime, Netflix, and HBO Max, as well as on high-impact billboards worldwide. Social media plays a big part in the campaign too, with nearly 100 influencers and talents showcasing their BOSS ONE Bodywear on various platforms. Additionally, BOSS will bring the campaign to life through innovative retail activations, including vending machines in major locations and over 100 pop-up stores in select regions.
The BOSS ONE Bodywear collection became available to the public starting February 1, 2025, with exclusive access on boss.com, in BOSS stores worldwide, and select high-end retailers.
David Beckham and BOSS have once again proven why they are a winning combination—setting the standard for luxury and comfort with the launch of the BOSS ONE Bodywear collection. Whether you’re looking for everyday essentials or something to elevate your wardrobe, this new collection is sure to impress with its sophisticated design, unrivaled comfort, and the iconic Beckham touch.