The fashion powerhouse, HUGO BOSS has launched a new underwear campaign starring the global icon, David Beckham.
The brand has unveiled its BOSS ONE Bodywear collection, directed by legendary fashion photography duo, Mert and Marcus.
Daniel Grieder, CEO of HUGO BOSS, said, “The launch of the BOSS ONE Bodywear collection marks another milestone and a new chapter in our long-term strategic partnership with David Beckham. It is also a testament to our joint dedication to style and excellence. Bodywear is an iconic product group, and with this campaign, we aim to inspire customers and fans of the brand worldwide more than ever.”
Trunks, briefs, tank tops, and T-shirts in simple black and white are among the high-end men’s underwear products in the BOSS ONE Bodywear range. The collection provides confidence and comfort throughout the day owing to its figure-hugging cotton and elastane combination.
In the campaign, which was created by the Team Laird agency, Mert and Marcus employ their unique cinematic aesthetic to create stunning stills and film of Beckham arriving in a vintage sports vehicle and entering a warehouse flat in New York City.
To the throbbing pulse of the epic song “In the Air Tonight,” Beckham welcomes the audience in as he heads home for the day. As Beckham unveils the new black BOSS ONE Bodywear trunk, expect aggressiveness and a dash of surprise.
David Beckham, on the campaign, said, “I once said that my bodywear modelling days had come to an end, but when BOSS shared their ambition for the range and brought in my good friends Mert and Marcus to shoot the campaign with their brilliant creative ideas I simply couldn’t refuse. The new BOSS One collection is beautifully made. I’m proud to support BOSS in our long-term strategic partnership with this campaign.”
Moreover, BOSS also held a private event at Lightroom in Kings Cross, London, on January 30, 2025, to formally introduce BOSS ONE Bodywear.
The BOSS ONE Bodywear campaign was shown to participants on 360° screens at the event, which was held in the stunning underground Lightroom exhibition venue.
Throughout the evening, the venue was packed with eye-catching, immersive light displays that greeted attendees as they arrived, built anticipation for the campaign video screening, and then enticed everyone to the dance floor. A fantastic evening was completed with performances on the decks by DJs Mark Ronson and Honey Dijon, as well as golden martinis made on-site by premium gin company Seventy-One.
The BOSS ONE Bodywear launch is accompanied by a 360-degree marketing campaign. Beckham will captivate viewers in theatres and at home, starring in BOSS ONE Bodywear marketing segments on the big screen and streaming platforms.
Larger-than-life images of Beckham wearing his BOSS ONEs will be shown on billboards and in high-traffic areas, as well as at BOSS stores and department stores worldwide. The BOSS ONE Bodywear campaign on social media will feature close to 100 present talents showing off their BOSS ONEs across many channels. The company will also make its debut with BOSS ONE Bodywear vending machines in major places around Europe and the United States, selling hero products from the collection in a creative, interactive way. Additionally, over 100 specialised pop-ups will emerge in top retail locations worldwide, showcasing the whole first drop of BOSS ONE Bodywear.