Lee Min-Ho, Hailey Bieber & More Front New BOSS Campaign

As part of BOSS’ rebrand campaign

Kim Tan may have ‘lost’ his beloved Cha Eun-sang to another man (read: Park Shin-Hye and Choi Tae-Joon’s wedding!). Fortunately, he’s now busy and thriving as the face of an all-new fashion campaign. Read on to find out what we mean.

Indeed, we’re talking about South Korean heartthrob Lee Min-ho’s involvement in BOSS’ #BeYourOwnBoss rebrand campaign, where he is seen in the brand’s Spring/Summer 2022 collection alongside other prominent fixtures including models Hailey Bieber and Kendall Jenner, rapper Future, and TikTok sensation Khaby Lame.

As part of its rebranding efforts, BOSS now has a new logo, which has a “bolder” and more graphic typeface to convey a “contemporary look.” According to The Hollywood Reporter, the brand intends to overhaul its design direction, store concepts and other aspects of its business too.

Min-ho is seen above in the brand’s oversized unisex hoodie, which features the brand’s new BOSS logo. The hoodie retails at SGD359 and is made partially from organic cotton.

(Cover photos from: @boss)

In other entertainment news, DC Comics’ live-action adaptation of Batgirl is making history by adding a transgender actress to its cast. Learn more here.

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