Okay-pop star S. Coups is Boss’ latest international ambassador, the model introduced on Monday. The singer is predicted to be featured in forthcoming campaigns and elegance items from the German-based trend label at high-profile occasions.
“Identified for his excellent management and complex fashion, S. Coups brings a daring presence each on and off the stage — setting the tone for a robust synergy with Boss,” the model stated through 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’ international 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.
“You understand, 2024 was a troublesome 12 months for practically all manufacturers. I believe the world was sort of the other way up from all views, and it was for our clients,” stated Daniel Greider, chief govt officer of Hugo Boss. “There was much less site visitors and folks weren’t in a temper to purchase. I can not 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.
