Safilo Group and BOSS jointly launch the 2024 spring and summer BOSS eyewear series. The empowering #BeYourOwnBOSS campaign champions a life of self-determination driven by confidence, style and forward-thinking vision. This season, self-determination takes center stage, emphasizing that the choice is yours—the power to be your own boss lies within you.
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In the spring and summer of 2024, British singer and actor Suki Waterhouse, Italian tennis player Matteo Berrettini and Korean actor Lee Min Ho will exhibit BOSS glasses.
In the new campaign, each genius is depicted in a labyrinth-like environment, emerging from the shadows and into the light – poetically illustrating how life choices are shaped.
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This season, BOSS enriches its men’s and women’s eyewear collections with distinctive new sunglasses and optical frames. The frames of the lightweight Acetate Renew are composed of bio-based and recycled materials, while the lenses are made from bio-based nylon or Tritan™ Renew, a high-quality plastic made from recycled materials. The styles are available in solid or Havana shades and feature signature metallic accents in the form of the iconic BOSS stripes.
Suki Waterhouse
Cast: Lee Minho, Matteo Berrettini, Suki Waterhouse
Photographer: Mikael Jansson
Creative Direction: Trey Laird & Team Laird
About Safilo Group
Founded in 1934 in the Veneto region of Italy, the Safilo Group is one of the key players in the eyewear industry in the design, manufacture and distribution of prescription frames, sunglasses, outdoor glasses, goggles and helmets. The group designs and manufactures its collections by fusing style, technical and industrial innovation with quality and skillful craftsmanship. With an extensive global presence, Sephiro’s business model enables it to monitor its entire production and distribution chain. From research and development in five prestigious design studios in Padua, Milan, New York, Hong Kong and Portland, to company-owned production facilities and a network of qualified manufacturing partners, Sefiro Group ensures that every product Offers a perfect fit and meets the highest quality standards. Safilo has approximately 100,000 selected points of sale worldwide, an extensive network of wholly-owned subsidiaries in 40 countries, and more than 50 partners in 70 countries. Its mature traditional wholesale distribution model includes eye care retailers, Chain stores, department stores, specialty retailers, boutiques, duty-free shops and sporting goods stores, in line with the Group’s development strategy, are supplemented by direct-to-consumer and Internet pure-player sales platforms.
The Safilo Group’s product portfolio includes household brands: Carrera, Polaroid, Smith, Blenders, Privé Revaux and Seventh Street. Authorized brands include: Banana Republic, BOSS, Carolina Herrera, Chiara Ferragni, Dsquared2, Etro (starting in 2024), David Beckham’s Eyewear, Fossil, havaianas, HUGO, Isabel Marant, Jimmy Choo, Juicy Couture, Kate Spade New York, Levi’s, Liz Claiborne, Love Moschino, Marc Jacobs, Missoni, M Missoni, Moschino, Pierre Cardin, PORTS, rag&bone, Tommy Hilfiger, Tommy Jeans and Under Armour.
About BOSS and HUGO BOSS
BOSS is built for bold, confident individuals who live life on their own terms, passion, style and purpose. The collection offers dynamic, contemporary designs for those who fully and unapologetically embrace who they are: being their own boss. The brand’s traditional tailoring, performance suiting, loungewear, denim, athleisure wear and accessories cater to the fashion needs of discerning consumers. Licensed fragrances, eyewear, watches and children’s products make up the brand. The world of BOSS can be experienced in more than 400 self-owned stores around the world. BOSS is the core brand of HUGO BOSS, one of the leading companies positioned in the global high-end apparel market.
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Post time: Mar-18-2024