K-pop star S. Coups is Boss’ newest global ambassador, the brand announced on Monday. The singer is expected to be featured in forthcoming campaigns and style pieces from the German-based fashion label at high-profile events.
“Known for his outstanding leadership and sophisticated style, S. Coups brings a bold presence both on and off the stage — setting the tone for a powerful synergy with Boss,” the brand said via statement.
S. Coups for Boss.
Courtesy of Boss
Since his rise to fame, S. Coups’ profile has conquered his space in the fashion world. In July 2024, he was announced as brand ambassador to Spanish fashion house Loewe, and he attended the label’s spring 2025 show during Paris Fashion Week in September.
S. Coups’ appointment as Boss’ global ambassador follows the label’s collaboration with David Beckham on the Boss One Bodywear collection campaign, which was released in January and featured the former soccer star modeling underwear from the German apparel brand.
Boss’ newfound partnership with the K-pop star also comes after the label struggled with sales in 2024, per a WWD report from last November.
“You know, 2024 was a difficult year for nearly all brands. I think the world was kind of upside down from all perspectives, and it was for our customers,” said Daniel Greider, chief executive officer of Hugo Boss. “There was less traffic and people were not in a mood to buy. I cannot talk about the year-end yet, but we had a better second half than the first half. So things eased a bit up.”
Along with Beckham, S. Coups joins the likes of Lee Jong Suk, Naomi Campbell, Gisele Bündchen, Burna Boy and Matteo Berrettini as the brand’s ambassadors.
