Nigerian singer, Oluwatosin Ajibade popularly known as Mr. Eazi stands out as the only African artiste amongst a line-up of star-studded artists featured in the new Hugo Boss advertising campaign for Spring/Summer 2023.
The Spring/Summer 2023 campaign from BOSS provides a celebrity-filled exploration of what it takes to become a BOSS.
The new season takes a closer look at the building blocks behind the empowering motto “Be your own BOSS,” while inspiring others to embrace their full potential and live life on their own terms – with confidence, style, and a forward-looking vision.
The heart of the campaign showcases six leading talents from various fields sharing their origin stories to inspire individuals to embrace their destiny: British supermodel Naomi Campbell, Colombian singer Maluma, American supermodel Gigi Hadid, South Korean actor Lee Minho, next-generation Italian TikTok creator Khaby Lame and Italian tennis player Matteo Berrettini. Each of these celebrated and globally recognized talents overcame obstacles and personal struggles to become their own BOSS.
Adding to the social media buzz, influencers Naomi Watanabe, NikkieTutorials, Cameron Dallas, Aaron Rose Philip, Gottmik, Ox Zung, Nic Kaufmann, Akam, Paola Locatelli, Juanpa Zurita, David Dobrik, and Zainab Al-Eqabi will also take part in the Instagram activation.