Boss puts tailoring centre stage in new autumn/winter 2026 campaign

German fashion house Boss has launched a global campaign for autumn/winter 2026 built around tailoring, fronted by British actor and Boss brand ambassador Aaron Pierre and American model Grace Elizabeth. The campaign, filmed in London, follows the pair through a day of getting ready and going out in tailored looks. According to the brand, the imagery is meant to show the versatility of Boss suiting across both office and off-duty settings.

"A Boss suit feels like an instant upgrade in confidence," Pierre said. "I'm excited to be part of a campaign that proves that tailoring doesn't have to be reserved for milestone moments – it can give you that final touch of style and strength whenever you need it to."

The brand frames tailoring as central to its identity, describing it as representing ambition and confidence rather than simply a styling choice. Boss said the campaign captures a new generation of its customers in moments of focus, movement and authority.

The rollout continues with a wider cast: actress Victoria Pedretti, NFL quarterback Jaxson Dart, Olympic swimmer Wang Shun and returning Boss ambassador and runner Alica Schmidt. Their segments were shot across London, New York, Hangzhou and Berlin, with each name returning to a city the brand says shaped their careers. Boss is backing the campaign with a wider marketing push, including outdoor advertising in key cities worldwide.