Rising stars headline BOSS’s new global campaign celebrating confidence, strength, and next-generation leadership.
“Be the Next”: confidence and ambition
For Spring/Summer 2026, BOSS unveils a new lineup of emerging talents who embody the motto “Be the Next” — individuals who inspire others by leading with strength and self-assurance. The campaign highlights ambition, individuality, and timeless sophistication.
Fronting the campaign are actors Meghann Fahy and Corey Mylchreest, joined by K-pop icon S.COUPS of SEVENTEEN and British model Sacha Quenby. Together, they define the bold, refined aesthetic that continues to drive the brand’s identity.
New-generation stars redefining success
American actress Meghann Fahy, acclaimed for “The White Lotus” and Netflix’s “The Perfect Couple”, continues her ascent with leading roles in “The Good Daughter” (Peacock) and “You Deserve Each Other” (Amazon MGM Studios). British actor Corey Mylchreest, known for playing King George in “Queen Charlotte: A Bridgerton Story”, also stars in “Hostage” and “My Oxford Year.”
Both talents represent the energy and authenticity that define today’s new generation of “BOSSes” — confident, driven, and unapologetically themselves.
A cinematic expression of confidence
The campaign film, shot by Mikael Jansson under the creative direction of Trey Laird, features the stars descending a luminous staircase dressed in sleek, modern styles from the latest collection. The visual narrative translates light and motion into symbols of power and elegance.
Alongside apparel, the campaign showcases BOSS watches, jewelry, and eyewear, styled by Mylchreest, Quenby, and Xiangyu Li. The collection will be available worldwide in BOSS stores, at hugoboss.com, and through select retail partners.
Global presence and impact
Supported by a 360° global marketing campaign, BOSS’s Spring/Summer 2026 launch spans major international cities through outdoor media and digital storytelling. The initiative reinforces BOSS’s position as a leader in contemporary fashion and personal empowerment.
With this campaign, BOSS once again celebrates those who turn confidence into strength and ambition into legacy — becoming the next generation of true leaders.