Lee Min-ho modelling
the BOSS spring 2024 collection. Photograph by Mikael Jansson/ Courtesy of Boss. In the post-pandemic era, boundaries are blurring in a mashup of categories and styles. In fashion, “corpcore” – corporate dressing with a twist — is taking over as the new version of “business casual”, as at least 37 per cent of workers now work in a hybrid home-office model. Think suits worn with sneakers, or zip jackets in place of suit jackets, produced in a range of luxury fabrics.
BOSS’s new spring 2024 menswear range takes this to the next level, with high-end fabric such as camel hair and expert tailoring evident in stylish linings and subtle trimmings.
The brand chose Lee Min-ho, the South Korean actor and singer, as one of the faces behind its spring 2024 collection. Well known in his homeland for his role in the hit drama “Boys Over Flowers”, Lee found fame overseas (mainly in Asia and France) when he starred as the titular character in “City Hunter”, before winning worldwide acclaim for his turn as Koh Hansu in “Pachinko”. He’s also a K-pop star, as a member of the boy band Stray Kids.
Lee is an icon of hallyu (a Chinese term meaning “Korean wave”) culture. The multihyphenate crossover celebrity South Korean and his career trajectory made him a natural fit for BOSS’s new campaign, which bears the slogan, “Be your own boss.”
Lee recently walked the runway for BOSS in Milan, and on a recent evening in January, people passing London’s historic Tower Bridge were confronted with an unusual sight: a 10-metre-tall hologram of the actor, looking effortlessly polished in a windswept beige ensemble.
“He perfectly embodies our refined and discerning customer who appreciates sophisticated design, craftsmanship and quality,” says Marco Falcioni, senior vice president of creative direction at BOSS. The spectacle marked the launch of the global advertising campaign for BOSS’s spring 2024 collection — and it captured the technical nous and buzz-worthiness that the German brand is becoming increasingly renowned for.
“Innovation has a prominent role in our strategy to achieve consumer impact at scale and create something intriguing,” Nadia Kokni, senior vice president, global marketing and brand communications at BOSS told media before the hologram was unveiled.
The range — which includes garments under the recently launched premium line BOSS Luxury Menswear — expands on this sentiment, delivering an array of sleek, tonal looks that quietly redefine fashion classics.
The neutral-hued pieces range from long, languid suits to statement waistcoats to sweaters and vests in woven performance fabrications – a look that BOSS believes will appeal to consumers Down Under.
“Australians resonating with BOSS often embody a combination of discerning taste, a sense of fashion-forwardness and a desire for well-crafted timeless pieces,” says Falcioni. “From the overall construction of each garment to the stylish linings, trimmings and subtle detailing, everything about the collection emanates excellence.”
The new range is designed to take wearers from the weekend to the office, day to evening – suiting those who are always on the go.
