David Beckham stars in Boss festive campaign

Superstars David Beckham and Gisele Bündchen are returning to front the 2024 Holiday campaign for the Boss label, alongside other global stars Burna Boy and Lee Jong-suk.

Set against neon lights, the campaign brings to life the label’s festive theme: ‘Radiant. Confident. Effortless.’

It showcases an “elevated collection” including a range of products from eveningwear to seasonal gift ideas.

In the new images and videos, each of the stars is pictured against those neon lights wearing the latest festive looks, with the company saying they flawlessly embody the #BeYourOwnBoss campaign platform.

The company said the overarching visual concept arises from the “empowering idea that every Boss carries with them a powerful light – making the holiday season the perfect time to share it with the world”.

The campaign will be supported by a 360° marketing approach that will be amplified across social media, Retail window displays, and in-store installations in key cities globally.

And the label said it will further enhance the holiday Retail experience via a series of pop-up stores and engagement strategies. These will feature of variety of licensed products and indoor initiatives such as personalised gifts, ribbon machines and coffee or hot chocolate carts. There will also be complimentary wrapping services and gifts with purchase.

The new Holiday 2024 collection launches on six November at the brand’s stores worldwide, as well as via its webstore and through wholesale partners.