The supermodel stars in BOSS’s new collection - and is coming out with her second collaborative capsule for the brand this September
2024 has been a big year for Naomi Campbell, but, then again, which year of her life hasn’t been? Since her rapid rise to stardom as a supermodel in the '80s, Campbell hasn’t stopped, adding runway after runway and magazine cover after magazine cover to her inimitable portfolio. And it isn’t just modelling that has defined Campbell’s career; she has long been engaged with advocacy and philanthropic endeavours alongside other creative ventures. Campbell is also a mother, having welcomed a daughter in 2021 and a son in 2023. This June, a special exhibition at the Victoria & Albert Museum London opened that highlights her illustrious modelling career - the first of its kind. Needless to say, she has a lot on her plate.
But when it comes to work, Campbell never backs down from a challenge. “You give 100% to making it work,” she says, of pursuing her goals, calling back to her three D’s: dedication, determination, and drive. That motivation and commitment has led her to her most recent projects; she is one of the faces of BOSS’ global autumn/winter ‘24 collection, and her second capsule collection with the brand will hit the market on September 4th of this year (the first was released last February).
When it comes to working with Hugo Boss, Campbell describes an organised process, laying out the narrative of each campaign and understanding each goal. For the AW24 campaign, entitled #BeYourOwnBOSS, the brand has focussed on championing a lifestyle, encouraging customers to follow their principles and find their voices. For Campbell, this message couldn’t be more appropriate, as she has long been openly expressive of her perspective. Acknowledging that supermodels aren’t superhuman, she shared, “I’ve always openly spoken about the [more negative] aspects of the business from my experience and my point of view.” That honesty, alongside her willingness to learn, has shaped her career.
Photo: Courtesy of Hugo Boss
Photo: Courtesy of Hugo Boss
As a young model just starting out, Campbell soaked up every experience, relishing the opportunity to see how top designers worked. That observance has paid off, now informing her process as a designer of her capsule, alongside Hugo Boss creative director Marco Falcioni. Campbell is also mindful to create clothing that is both comfortable and stylish. “Everything that I’m putting out,” she says, “I wear.” While travel was a major influence for her first collection with Hugo Boss, this second edition takes its cues from trans-seasonal dressing. “I wanted it to be very flowy, easy clothes,” says Campbell, “clothes you can wear throughout the full season.”
Campbell advises to mix and match the collection, which is composed of a wide variety of pieces. Evening wear mixes with athleisure, with both a sweat set and a cascading, one-shoulder gown on offer. Neutrals of black, white, taupe, and beige dominate the collection, while surprising touches of hot pink come in the form of a faux-fur coat and matching gloves. A subtle leopard print, metallic accents, and clean lines all factor into making the capsule a diverse display. Tailoring remains a focus held over from the first collaborative collection, with suiting designed to sit gracefully while still evoking power. As Campbell says: “You still want to look like the persona of the boss.”
Photo: Courtesy of Hugo Boss
Photo: Courtesy of Hugo Boss
For Campbell, however, ‘boss’ seems like less of a persona and more of a way of being. Alongside David Beckham, Burna Boy, Lee Jong-Suk, Matteo Berrettini, and Gisele Bündchen in the BOSS autumn/winter ‘25 campaign, she eyes the camera with confidence, comfortable in her position at the top. In a grey suit jacket and matching pencil skirt with a deep-cut cowl top, Campbell emits timeless grace with a modern touch. Crocodile texturing and deep jewel tones pervade the collection, while the men’s suiting takes on a rich, monochromatic tone.
No matter how much recognition she receives or power she exudes, Campbell remains grateful for each step of her journey. Speaking about the exhibition at the V&A, Campbell reflected, “I still pinch myself… The V&A Museum, I used to drive by, going to school. And never in my wildest dreams would I think that I would be in there.” With her modelling work elevated to the status of fine art and her design work featured once more in collaboration, there’s no doubt about it; Naomi Campbell is a boss.