Aaron-Peir Fronts BOSS FW Campaign: Tailoring as Attitude
Creatrip Team
14 days ago
German premium brand BOSS has unveiled its 2026 Fall/Winter global campaign featuring British actor Aaron-Peir. Shot by photographer Matthew Brooks against London backdrops, the campaign modernizes BOSS’s tailoring DNA, presenting suits not just as clothes but as a means to express confidence and attitude. Scenes follow Aaron-Peir through a day in the city, highlighting refined cuts and comfortable fits suitable from work to more relaxed moments. Aaron-Peir said the suits “lift confidence” and that tailoring can be the finishing touch that adds style and resilience when needed — emphasizing that attitude matters most. Other participants include actors Victoria Pedretti, NFL quarterback Jackson Dart, Olympic swimmer Wang Shun, and track athlete Alika Schmidt, who appear in stories set in London, New York, Hangzhou, and Berlin that revisit places formative to their paths. BOSS’s FW collection will be sold at major Korean department stores and its official online store; the brand offers performance suits, casualwear, denim, athleisure, and accessories across about 500 stores worldwide. (BOSS is part of the Hugo Boss Group, which reported €4.3 billion in sales in fiscal 2024.)
