Mumbai: Global icon David Beckham takes center stage in the latest BOSS underwear campaign, marking the launch of the highly anticipated BOSS ONE Bodywear collection. The campaign, shot by renowned fashion photography duo Mert and Marcus, brings a bold and cinematic energy to this new chapter in HUGO BOSS’s bodywear evolution.
“The launch of the BOSS ONE Bodywear collection marks another milestone and a new chapter in our long-term strategic partnership with David Beckham. It is also a testament to our joint dedication to style and excellence. Bodywear is an iconic product group, and with this campaign, we aim to inspire customers and fans of the brand worldwide more than ever,” says Daniel Grieder, CEO of HUGO BOSS.
The BOSS ONE Bodywear collection features premium-quality men’s essentials, including trunks, briefs, tank tops, and T-shirts, all crafted from a cotton-elastane blend for ultimate comfort, confidence, and an impeccable fit. Designed in a minimalist black-and-white palette, the collection reflects BOSS’s signature sophistication while delivering modern, functional style.
Conceptualized by the Team Laird agency, the campaign captures Beckham’s effortless charisma through breathtaking visuals and cinematic storytelling. The campaign film sees Beckham arriving in a classic sports car, stepping into a New York City warehouse apartment, and pulling off a bold reveal—showcasing the BOSS ONE Bodywear trunk to the beat of Phil Collins’ iconic anthem “In the Air Tonight.”
Reflecting on his return to bodywear modeling, Beckham shared, “I once said that my bodywear modelling days had come to an end, but when BOSS shared their ambition for the range and brought in my good friends Mert and Marcus to shoot the campaign with their brilliant creative ideas I simply couldn’t refuse. The new BOSS One collection is beautifully made. I’m proud to support BOSS in our long-term strategic partnership with this campaign.”
To mark the campaign’s debut, BOSS hosted an exclusive launch event on January 30, 2025, at the Lightroom exhibition space in Kings Cross, London. Guests were immersed in a 360-degree visual experience, with dynamic light shows and a screening of the campaign film. The evening featured performances from celebrated DJs Mark Ronson and Honey Dijon, while guests enjoyed Golden Martinis crafted on-site by luxury gin brand Seventy One.
The BOSS ONE Bodywear launch is backed by a comprehensive 360-degree marketing campaign—a first of its kind for the brand. Beckham will be featured across:
- Cinemas and streaming platforms, including Amazon Prime, Netflix, HBO Max, Paramount Plus, and Sky TV.
- High-impact billboards and in-store displays worldwide.
- Social media campaigns featuring nearly 100 influencers and talents showcasing their BOSS ONEs.
- Innovative retail activations, including BOSS ONE Bodywear vending machines in key European and US locations and over 100 dedicated pop-ups in premium retail stores.
The BOSS ONE Bodywear collection will be available starting February 1 at boss.com, BOSS stores worldwide, select wholesalers, and dedicated pop-up locations.
