The Afrobeats superstar joined a number of world-class profiles for the new campaign.
Nigerian heavyweight singer, songwriter, and performer Damini Ogulu, popularly known as Burna Boy, just featured in a BOSS campaign, and his mum’s reaction to it is so wholesome.
The Grammy-winning superstar was joined by South Korean actor Lee Jong-suk, football icon David Beckham (who reportedly entered into a new strategic partnership and design collaboration with the brand), supermodels Naomi Campbell and Gisele Bündchen, and Italian tennis player Matteo Berrettini for an all-star cast in Boss’ ‘IT’S FOR LIFE’ campaign.
In a video that has gone viral, Burna Boy’s mum, who also doubles as his manager, Bose Ogulu, was seen on the streets of Dublin proudly watching a displayed screen of the campaign video, which featured her son modeling for the brand. The proud and excited mother could not hide her joy, as she joyously lauded her son for the achievement. She was heard in the video joking that she constantly asks herself if she is the one who gave birth to a son with so much success like Burna Boy.
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According to reports, the BOSS wardrobe for the campaign focusses on the formal, reimagining signature suiting with clean, strong silhouettes and an extension of their ‘CorpCore’ aesthetic, which they first introduced in 2023, tapping into the appetite for the sleek, Christian Bale-American Psycho aesthetic reinvigorated by HBO’s Succession.
In 2022, the company split its designs into two labels: Boss and Hugo. Boss is the core brand, producing classic pieces that reflect the Hugo Boss heritage, while Hugo focusses on producing fashions and accessories for a younger demographic.
