BOSS Unveils Star-Studded Holiday Campaign Featuring Noah Mills, Grace Elizabeth and Luke Newton
BOSS has unveiled its 2026 holiday campaign, bringing together an international lineup of models, athletes and entertainment personalities to celebrate festive dressing and gifting.
Set against a snow-covered alpine landscape, the campaign stars Noah Mills, Grace Elizabeth, Juhyung Kang, Hamid Onifade and Annemary Aderibigbe, with photography by Dan Jackson.
Announced on November 4, it follows the transition from relaxed winter days to glamorous evening celebrations, showcasing the German fashion house’s signature tailoring alongside seasonal clothing and accessories.
The campaign unfolds across several chapters, beginning with guests arriving at a mountain retreat dressed in layered winter looks.
As the group gathers outdoors, relaxed silhouettes and textured fabrics take centre stage, emphasising warmth and comfort.
By evening, the focus shifts to formalwear, with sharply tailored tuxedos, dresses and statement accessories reflecting the brand’s approach to contemporary occasion dressing.
Alongside the main campaign, BOSS has enlisted a wider cast for a series of social media features exploring gifting and holiday traditions.
Brand ambassadors S.COUPS, Formula One driver Fernando Alonso, baseball star Shohei Ohtani and German athlete Alica Schmidt are joined by model Rebecca Donaldson, Bridgerton actor Luke Newton, former Formula One world champion Jenson Button and Danish model Josephine Skriver.
The digital series captures sthe excitement of unwrapping presents alongside personal reflections on the festive period, with each participant helping to showcase pieces from the BOSS holiday collection.
Newton, best known for portraying Colin Bridgerton in Netflix’s Bridgerton, brings a recognisable television presence to a cast drawn from sport, fashion and entertainment.
The collection also sees the return of BOSS’s collaboration with German toy manufacturer Steiff.
The two brands have reunited for an exclusive capsule featuring teddy bear-inspired ready-to-wear accessories and a collectible bear accompanied by a matching bag charm.
The collaboration combines Steiff’s heritage in toy craftsmanship with BOSS’s contemporary fashion designs, forming part of the brand’s broader gifting range.
Beyond the capsule collection, the holiday offering extends to clothing, fragrances, eyewear and accessories.
Together, the alpine imagery and social media features pair traditional fashion photography with more personal glimpses of the festive season, connecting the collection with audiences across several industries.
Founded in Germany, BOSS is the core brand of HUGO BOSS, offering collections spanning tailoring, casualwear, denim, athleisure and accessories.
The company operates internationally, with BOSS maintaining hundreds of stores worldwide alongside its online retail presence.
The 2026 holiday collection brings that breadth to seasonal occasionwear, moving from relaxed daytime dressing to formal evening looks. It is being promoted through the brand’s international retail network and online platform.