Lee Min Ho and Gigi Hadid show off their childhood photos

Boss brings the powerful message “Be your own BOSS” to the Spring Summer 2023 campaign captured by photographer Mikael Jansson

Lee Min Ho and Gigi Hadid show off their childhood photos

Fashion brand BOSS has a bold idea for the Spring/Summer 2023 campaign: Invite big stars like supermodels Naomi Campbell and It girl Gigi Hadid, artist Maluma, professional tennis player Matteo Berrettini, social media comedian Khaby Lame and actor Lee Min Ho pose for a photo with their childhood portrait. The aim is to emphasize the empowering message “Be Your Own Boss”.

In the advertising campaign carried out by photographer Mikael Jansson, the stars shared photos of themselves as children. The black and white portraits represent the obstacles and growth that each star faces on their journey to becoming “their own BOSS”. Thereby emphasizing the message that becoming a BOSS is not a privilege, but a journey shaped by personal choices.

In addition to the official campaign, “Be Your Own Boss” has also become a popular trend on social networks, with many stars Demi Lovato, Christina Ricci, Stella Maxwell, and Candice Swanepoel showing off images of wearing BOSS, creating posing next to black and white childhood images, as if introducing to the public a stage of personal development.

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