BOSS and David Beckham band together to promote the brand's new underwear collection with a bold and baring campaign
One question comes to mind when watching David Beckham pull up into a driveway in a pale blue Aston Martin: Is this a Bond film or a BOSS advert? Answers are soon given as the suited, sexy, and smouldering former footballer strips down to boxers emblazoned with the brand's unmistakable logo.
Directed by the legendary fashion photography duo Mert and Marcus, Beckham briefly bares himself while promoting the brand’s new collection of premium-quality men’s underwear essentials, including trunks, briefs, tank tops, and T-shirts, all in minimalist black and white tones. The video, accompanied by the pulsing beat of the anthemic 'In the Air Tonight', showcases the distinctive cinematic style of the pair through breathtaking videos and stills of Beckham as he invites viewers in while sauntering around a minimalistic, low-lit, New York warehouse apartment.
Photo: Mert and Marcus
Photo: Mert and Marcus
“The launch of the BOSS ONE Bodywear collection marks another milestone and a new chapter in our long-term strategic partnership with David Beckham,” says BOSS CEO Daniel Grieder. “It is a testament to our joint dedication to style and excellence.” For Beckham, this is not only a continuation of his affiliation with BOSS but also a return to modelling. Having previously asserted that his 'bodywear modelling days were behind him, he explains, “When BOSS shared their ambition for the range and brought in my good friends Mert and Marcus to shoot the campaign, I simply couldn’t refuse.”
In celebration, BOSS and Beckham (with his family in tow) officially launched the collection on January 30th with an exclusive event at Lightroom in Kings Cross, London. In the subterranean exhibition space, attendees, including icons Gemma Chan, Luke Newton and Gordon Ramsey, were presented with the collection images on 360º screens. Alongside immersive light shows, martinis and campaign film screenings, guests were treated to performances by DJs Mark Ronson and Honey Dijon and encouraged to dance the night away.
The BOSS ONE Bodywear collection will be available to shop on boss.com, at dedicated pop-ups, BOSS vending machines, and BOSS stores globally from February 1st. Witness Beckham unveil the collection and the new BOSS ONE Bodywear trunks in the tantalising trailer here: