Li Jong-suk, Burna Boy, and Berrettini in BOSS Eyewear Campaign

BOSS sets the tone for Fall-Winter 2024 with its new eyewear campaign titled "It's for Life".

Fronted by South Korean actor Li Jong-suk, global music star Burna Boy, and tennis ace Matteo Berrettini, this latest installment of the #BeYourOwnBoss campaign showcases a style that exudes independence and confidence.

This season, BOSS unveils a range of sunglasses and optical frames that combine innovation with the brand’s signature details. The BOSS Signature Bold line debuts with Acetate Renew material, featuring bio-based and recycled components, paired with lenses made from bio-based nylon or Tritan™ Renew. This design prioritizes sustainability without compromising on style or clarity.

For those who prefer a more understated look, the BOSS Signature Light collection offers ultra-thin, lightweight models. Crafted from Acetate Renew and stainless steel, the frames are equipped with Tritan™ Renew lenses and offer clip-on polarized lens options.

On the other hand, brand enthusiasts will appreciate the BB Logo line, which features signature metal frames with the bold BB logo and iconic BOSS details, adding a touch of distinctive flair.

From materials to aesthetics, every detail of this collection reinforces the philosophy of self-expression. The BOSS eyewear, as worn by Jong-suk, Burna, and Berrettini, perfectly complements their personal styles, balancing timeless elegance with modern design.