Boss, David Beckham launch first-ever co-designed collection with huge marketing push

​We’ve seen him fronting Boss campaigns and now he’s going deeper. Yes, David Beckham and Boss have launched their first collection that’s been designed by the brand’s own team alongside the superstar ex-footballer.

“Inspired by his personal style, Beckham brings his vision, impeccable taste, and innate fashion expertise to the Boss team”, the Hugo Boss-owned brand said of the collab that covers “a timeless collection of premium-quality elevated pieces blending modernity and heritage”. 

It’s the very first (and we assume definitely not the last) Boss-Beckham-designed collection with the company’s CEO Daniel Grieder also saying it “marks a significant milestone in our long-term strategic partnership and represents a unique moment in the history of our core brand. We have been very much looking forward to this launch and are more than excited to see how these pieces are received by our end consumers. This collection is based on our strategic priority that product is key and our goal to seamlessly dress our customers for every occasion with our brands”.

So what do we actually get with this new offer? “Relaxed, easy silhouettes paired with rich textures”, we’re told. And with a 24/7 focus, there are everyday jersey essentials, elevated knitwear and crisp shirting. Casual looks are “underpinned by denim and wrapped up in versatile outerwear”. 

And there’s tailoring for all occasions, “from casual to formal”. Tailored garments also feature a new signature cut, exclusive to Beckham x Boss. 

Accessories include a leather holdall, Chelsea boots, and a baker boy cap to round out the collection. 

The colour palette covers a range of classic neutral hues: from ivory, beige, and khaki, through to navy and black, a crisp, pale sky blue and a “playful note” of soft pink. Denim features in light and dark washes. 

It’s all part of a multi-year design collaboration between Beckham and the label, which is a first-of-its-kind link-up for the brand’s menswear.

And the company is at pains to point out that this is more than just a celebrity putting his name to something. Marco Falcioni, SVP of Creative Direction at Hugo Boss said that Beckham’s “passion for fashion is authentic and he has been deeply involved in all aspects of our collaboration”.

Beckham remains one of the biggest male celebrity names globally with an appeal that extends beyond his native UK to virtually every country that loves football (soccer). He’s a regular name near the top of male fashion influencer lists and appeals widely across various age ranges.

He’s obviously the key focus of the campaign supporting the launch and was shot by fashion photographer and director Lachlan Bailey “in his signature sophisticated style”, and art-directed by the Team Laird agency. 

What they and the Boss team have come up with is a 360-degree marketing campaign that includes the largest advertising mural in Europe. 

From April 24, a unique, 541 sq m hand-painted depiction of the campaign’s hero image, overlaid with an eye-catching moving projection, brings this collaboration to life on Tabernacle Street in East London. The campaign will appear on billboards across the world from Times Square in New York to Piccadilly Circus in London, and other high-traffic locations across North America, the UK, Europe, Asia, and Australia. There are also store window installations and pop-ups at Boss stores and wholesale partner locations in key global markets as of this week.