Boss has appointed S.Coups (Choi Seungcheol), leader of the South Korean boy group Seventeen, as its global brand ambassador. As part of the collaboration, S.Coups will appear in upcoming Boss campaigns and events wearing the brand’s signature looks. Known for his leadership and distinct personal style, S.Coups has played a central role in Seventeen’s international success. The announcement comes as Seventeen marks its 10th anniversary, with a full-group comeback scheduled for May.