Safilo Group and BOSS present the Spring/Summer 2024 BOSS Eyewear collection. The empowering #BeYourOwnBOSS campaign champions a self-determined life, driven by confidence, style, and a forward-looking vision. This season, self-determination takes center stage, underscoring that the choice is yours – the power to be your own BOSS lies within.  

For Spring/Summer 2024, BOSS Eyewear is showcased by British singer and actress Suki  Waterhouse, Italian tennis player Matteo Berrettini, and South Korean actor Lee Minho.  In the new campaign, each talent is pictured in a labyrinthine environment, moving out of the  shadows, and into the light – poetically demonstrating how formative life choices can be.  

This season, BOSS enriches its men’s and women’s eyewear collections with new sunglasses  and optical frames in highly distinctive designs. Frames in lightweight Acetate Renew are  composed of bio-based and recycled materials, while lenses are made of either bio-based  nylon or Tritan™ Renew, a premium plastic made from recycled materials. The styles are  offered in solid colors or Havana hues and are accented with signature metal embellishments in the form of iconic BOSS stripes. 

Campaign credits: 

Cast: Lee Minho, Matteo Berrettini, Suki Waterhouse  

Photographer: Mikael Jansson 

Creative Direction: Trey Laird & Team Laird

About Safilo Group 

About Safilo Group Established in 1934 in Italy’s Veneto region, Safilo Group is one of the eyewear industry’s key  players in the design, manufacturing and distribution of prescription frames, sunglasses, outdoor eyewear, goggles  and helmets. The Group designs and manufactures its collections by blending stylistic, technical and industrial  innovation with quality and skillful craftsmanship. With an extensive global presence, Safilo’s business model enables  it to monitor its entire production and distribution chain. From research and development in five prestigious design  studios, located in Padua, Milan, New York, Hong Kong and Portland, to its companyowned production facilities and  network of qualified manufacturing partners, Safilo Group ensures that every product offers the perfect fit and meets  the highest quality standards. Reaching approximately 100,000 selected points of sale worldwide with an extensive  wholly owned network of subsidiaries in 40 countries and more than 50 partners in 70 countries, Safilo’s well established traditional wholesale distribution model, which encompasses eyecare retailers, chains, department stores,  specialized retailers, boutiques, duty free shops and sporting goods stores, is complemented by Direct-to-Consumer  and Internet pure player sales platforms, in line with the Group’s development strategies. Safilo Group’s portfolio  encompasses home brands: Carrera, Polaroid, Smith, Blenders, Privé Revaux and Seventh Street. Licensed brands  include: Banana Republic, BOSS, Carolina Herrera, Dsquared2, Etro, Eyewear by David Beckham, Fossil, havaianas,  HUGO, Isabel Marant, Juicy Couture, Kate Spade New York, Levi’s, Liz Claiborne, Love Moschino, Marc Jacobs,  Missoni, M Missoni, Moschino, Pierre Cardin, PORTS, rag&bone, Stuart Weitzman, Tommy Hilfiger, Tommy Jeans and  Under Armour. The parent company, Safilo Group S.p.A., is listed on the Euronext Milan organized and managed by  Borsa Italiana (ISIN code IT0004604762, Bloomberg SFL.IM, Reuters SFLG.MI). In 2022, Safilo Group recorded net  revenues for Euro 1,076.7 million. 


INSTAGRAM: @Safilogroup 


About BOSS and HUGO BOSS: 

BOSS is made for bold, self-determined individuals who live life on their own terms, with passion, style, and purpose.  Collections offer dynamic, modern designs for those that embrace who they are fully and unapologetically: as their  own BOSS. The brand’s heritage tailoring, performance suiting, casualwear, denim, athleisure, and accessories cater  

to the style needs of the discerning consumer. Licensed fragrances, eyewear, watches, and kidswear complete the  brand. The world of BOSS can be experienced in over 400 own stores worldwide. BOSS is the core brand of HUGO  BOSS, one of the leading companies positioned in the premium segment of the global apparel market. The group  offers collections in 132 countries at around 7,400 points of sale and online in 70 countries via With  approximately 17,000 employees worldwide, the company, based in Metzingen (Germany), posted sales of EUR 3.7  billion in the fiscal year 2022.