BEHIND THE STITCH: ALANI
June 21, 2024
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BOSS stakes its claim on the future with the powerful “Be the Next BOSS” campaign, flowing from its iconic “Be Your Own BOSS” ethos. This season, the spotlight shines on a dynamic lineup of rising stars: actors Aaron Pierre, a classically trained English talent on the brink of fame as a DC Studios superhero, and Ishaan Khatter, the Indian actor and dancer gaining global traction from Cannes standout Homebound. Joining them are K-pop powerhouse S.Coups of SEVENTEEN, tennis phenom Taylor Fritz, and fashion’s in-demand face Amelia Gray, a deliberately diverse cast unified by ambition and authenticity.
Captured by photographer Mikael Jansson under the creative helm of Trey Laird and Team Laird, the campaign unfolds in both cinematic and sculptural portraits. A symbolic film sees the cast moving through a tunnel toward radiant light, each stepping into their own narrative of influence.
The campaign’s still-life visuals present the talent in refined cuts and a season-forward palette of sage greens, marled grays, and deep chocolate tones that breathe texture into cold-weather essentials. Highlights include Ishaan Khatter in a polished Italian wool coat and debut of the relaxed double-pleated “New Trouser”, along with layered styling across tailoring, knits, and outerwear.
