Okay-pop star S. Coups is Boss’ latest world ambassador, the model introduced on Monday. The singer is anticipated to be featured in forthcoming campaigns and magnificence items from the German-based trend label at high-profile occasions.
“Identified for his excellent management and complicated type, S. Coups brings a daring presence each on and off the stage — setting the tone for a strong synergy with Boss,” the model stated by way of assertion.
S. Coups for Boss.
Courtesy of Boss
Since his rise to fame, S. Coups’ profile has conquered his area within the trend world. In July 2024, he was introduced as model ambassador to Spanish trend home Loewe, and he attended the label’s spring 2025 present throughout Paris Style Week in September.
S. Coups’ appointment as Boss’ world ambassador follows the label’s collaboration with David Beckham on the Boss One Bodywear assortment marketing campaign, which was launched in January and featured the previous soccer star modeling underwear from the German attire model.
Boss’ newfound partnership with the Okay-pop star additionally comes after the label struggled with gross sales in 2024, per a WWD report from final November.
“, 2024 was a troublesome yr for almost all manufacturers. I feel the world was form of the wrong way up from all views, and it was for our clients,” stated Daniel Greider, chief govt officer of Hugo Boss. “There was much less visitors and other people weren’t in a temper to purchase. I can’t speak concerning the year-end but, however we had a greater second half than the primary half. So issues eased a bit up.”
Together with Beckham, S. Coups joins the likes of Lee Jong Suk, Naomi Campbell, Gisele Bündchen, Burna Boy and Matteo Berrettini because the model’s ambassadors.
