SAFILO and BOSS EYEWEAR present “It’s for life” campaign
- By Editorial Team
- September 26, 2024
SAFILO Group and BOSS present “It’s for life”, the Autumn/Winter 2024 Eyewear Campaign starring world-famous talent. Featuring a long list of new and iconic faces, as well as famous and illustrious personalities, the campaign is described as bringing to life an exciting new chapter in the BOSS story. Singer-songwriter Burna Boy and South Korean actor Lee Jong-suk join the cast, accompanied by legendary supermodel Naomi Campbell. Italian tennis champion, Matteo Berrettini is also part of this new campaign.
Since the launch of the #BeYourOwnBOSS campaign, BOSS has promoted the message of living life on your own terms, guided by style and confidence. For the Autumn/Winter season, the brand has changed this message, taking it further, “because having the inner strength to find your own voice and be your own BOSS is not a one-time commitment: It’s for life”.
For men, he sunglasses and eyewear collection release includes the SIGNATURE BOLD line by BOSS where sunglasses and optical frames are characterized by a new extra-bold design and crafted in Acetate Renew, a material with bio-based and recycled components, or in a mix of Acetate Renew and metal, with lenses in bio-based nylon or Tritan TM Renew, a premium plastic material with recycled components. All models are marked by the distinctive metal detail that recalls the iconic BOSS stripes and are enriched by a new, exclusive colour finish.
The new SIGNATURE LIGHT men’s sunglasses and optical frames by BOSS feature a lightweight extra-slim design in Acetate Renew or in a mix of steel and Acetate Renew, for a feeling of lightness. All models are equipped with Tritan TM Renew lenses and are marked by the iconic BOSS stripes in metal. The new proposals – including two models equipped with clip-ons with polarized sun lenses – are available in classic colours, sophisticated bi-layer combinations and transparent horn effects.
The new BB LOGO line presents metal sunglasses enriched with exclusive distinctive details, such as the iconic BB logo that signs all the brand’s categories and the BOSS metal detail on the temples.
For women, the “SIGNATURE” line offers shapes which are also characterized by a new statement design and marked by the iconic BOSS metal detail. All the models are made of Acetate Renew. The “SIGNATURE ULTRALIGHT” line introduces a new essential but refined optical frame in extremely light and thin Acetate Renew marked by the distinctive metal detail with the iconic BOSS stripes that stands out on the bi-layer colour combinations and with the metal core that can be glimpsed externally on the temples, for a modern look.
