BOSS is pleased to welcome the return of actor and singer Li Yifeng, a longstanding member of the BOSS family, as brand ambassador. Following 2020’s successful collaboration, BOSS launches a new campaign featuring the star in the Spring/Summer 2021 collection.
Li Yifeng brings to life a new view of success, interpreting classic styles with an informal approach, in line with the varied lifestyles of BOSS men. Set against white and gray backgrounds, the campaign imagery and short film create a natural atmosphere and explore the boundless possibilities of life.
In the short film, Li Yifeng strides decisively through the open set, reflecting the brand’s journey in redefining success using a pared-back yet vivid aesthetic. Wearing the new BOSS Spring/Summer 2021 collection, Li Yifeng, takes his place in front of the camera with a casual and free sense of style. The imagery is lensed by renowned Chinese photographer Mei Yuangui and explores changing direction and pace in life before heading into a new world.