BOSS Returns to Egypt With Campaign Starring Mohamed El Bassiouni

After a hiatus from the Egyptian market, BOSS is reclaiming its stake in the country. After officially relaunching in Egypt in late 2024, with collections available at all dstore locations and online via dstore’s website, BOSS took things a step further by reopening its first monobrand store at Citystars Mall.

Since its registration in 1977, BOSS has built an empire for the modern man, dressing everyone from corporate leaders to creatives, athletes to entrepreneurs. As part of their latest campaign in Egypt, BOSS tapped none other than entrepreneur-turned-boss Mohamed El Bassiouni to bring the brand's stylish, 24/7 life cred to the vivacious streets of Downtown Cairo.

Downtown Cairo is a place that tells a thousand stories - with timeless architecture and fast-paced energy, it’s a city that never stops evolving. El Bassiouni, much like the BOSS man, owns his space in this dynamic setting, decked out in the label’s menswear across Al Ismaelia’s settings: Tamara Haus, Kodak and The Factory. Each of these three spaces carry their own sense of character and history of renewal in the heart of Downtown Cairo, much like the campaign itself. He’s photographed leaning against a historic balcony in a double-breasted BOSS suit, lounging in a neutral-toned, smart-casual look, and walking through moody, industrial settings in stacked layers.

BOSS captures El Bassiouni in a way that feels effortless, balancing sharp tailoring with his easy confidence. He sinks into a deep green velvet couch in a crisp monochrome look - clean, minimal, but with the kind of presence that doesn’t try too hard. In another shot, he’s all quiet and cool, legs crossed over a mosaic floor, sunglasses on, black coffee in hand. Then there’s the deep burgundy turtleneck fading into black, a moodier moment against warm wooden textures, and a camel-and-black striped jacket standing out against an industrial brick wall - polished, but never stiff.

Contrary to popular belief, BOSS isn’t limited to just suits and refined pieces. Their collections pull from four lines: Camel, Black, Orange and Green, each with its own distinct persona. The Camel Line is the ultimate in exclusivity, designed for those who demand luxury right down to the smallest detail. The Black Line introduces a sleek, smart-casual edge - think slim-fitting blazers, tapered trousers, and a minimalist aesthetic that still demands authority.

For dressing down while still appearing polished, the Orange Line offers easy sophistication with just the right combination of comfort and style. And for the ones who live life on the go, the Green Line elevates athleisure to the next level, demonstrating that performance-driven pieces can still express the trademark BOSS sophistication. It doesn’t just stop at ready-to-wear, either; the brand also offers accessories, footwear, watches, eyewear, and leather goods like wallets and cardholders.

El Bassiouni looks aren’t just available at Citystars - you can shop them at dstore in CFC, Mall of Arabia, and Designia Mall, or browse the full collection online at the dstore website.