Seventeen's S.Coups is opening a new chapter with the premium lifestyle brand BOSS.
On August 20, BOSS unveiled its Fall/Winter 2025 campaign, 'Be The Next,' highlighting the brand's philosophy alongside the world's next-generation leaders. The latest BOSS campaign features the brand's signature message, "Be Your Own BOSS," and captures the journey of rising icons who are paving their own paths.
S.Coups joins the campaign as an influential leader of Seventeen. He embodies the passion and strength that define the BOSS identity through his genuine connection with fans and his relentless spirit to face challenges.
In the campaign film, S.Coups moves unwaveringly toward the light amid changing currents. Styled in the rich tones and luxurious fabrics of the BOSS 2025 F/W collection, he perfectly channels a mood that is both refined and powerful.
S.Coups shared with Harper's Bazaar Korea, "To me, ‘Be the Next’ means being honest with yourself, working tirelessly, and inspiring others through that journey. In the end, what truly matters is the journey, the growth, and the mark you leave behind."
Meanwhile, the campaign also features other next-generation leaders across diverse fields: acclaimed actor Aaron Pierre, rising star of Indian cinema Ishaan Khatter, tennis prospect Taylor Fritz, and fashion muse Amelia Gray. Each embodies the message of “Be the Next” on their own stage, delivering fresh inspiration.
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