Campaign Overview 

Summer of Ease

Remember a mellow summer day by the seaside when you hadn’t a care in the world? That kind of special memory inspires the Summer of Ease collection from BOSS for Summer 2018. It’s a season of relaxed style, reflecting the mood in modern menswear. BOSS moves confidently away from the sometimes rigid dress codes of the past, introducing elements of fun – and making an emotional connection with the customer. The Summer 2018 collection blends formal and informal with assurance, drawing on signature BOSS excellence in tailoring but also exploring the best ideas from casual, sports and leisure clothing. Silhouettes become looser, referencing the ease of the season. A nautical flavor runs through the collection, but adapted for a new generation with unexpected details and an adventurous color palette. Stripes and color blocking are explored with a playful edge. Paper-touch cotton fabrics play an important role, ensuring an exceptional lightness throughout. As the sun shimmers on the sparkling waters of the sea, join us on a three-delivery summer trip that provides for all the needs of the modern guy’s wardrobe.