LONDON — David Beckham and his longtime design collaborator Daniel Kearns are reuniting at Hugo Boss.
Kearns, whose three-year contract at Kent & Curwen ended in July, has been named head of design for the Boss by Beckham collections.
He will work closely with Beckham and be based in London, where Boss is building a dedicated operation. He will oversee the full creative process for Boss by Beckham, from concept and design through merchandising and branding. His first collection is slated for fall 2027.
Beckham said Kearns’ involvement marks “an exciting chapter,” and reflects the project’s evolution from capsule to fully fledged line.
“It’s a testament to what the brand and I have already built together, and shows that we’re moving into this next phase with a dedicated team based in London. Having known Daniel for some time, I’ve seen firsthand how his attention to detail and talent will be a great fit as we develop each collection,” Beckham added.
The Dublin-born menswear designer served as creative director of Kent & Curwen from 2016 to 2021, when it relaunched in a licensing partnership with David Beckham.
That partnership eventually ended, but then Kearns was later named chief creative officer of Kent & Curwen and Cerruti 1881 under new owners Biem.L.Fdlkk Garment Co, a fashion company based in Guangzhou, China.
Kearns’ résumé also includes senior roles at Alexander McQueen, John Galliano, Saint Laurent, Zegna and Gucci. His expertise is in tailoring and contemporary luxury menswear.
The designer said he’s “known David for many years and always admired his approach to design, style and curation. I am very much looking forward to working with him and the team at Boss to bring the joint vision and David’s personal style to life.”
Oliver Timm, chief sales officer and deputy chief executive officer of Hugo Boss, said Kearns’ extensive design background and strong creative expertise will play “a key role” in further elevating the range.
“The decision is an important milestone in our long-term strategic partnership with David Beckham and in taking it to the next level,” Timm added.
Boss by Beckham was launched in May 2024 and has since built a global following by hosting events in London, Shanghai and Berlin.
The collaboration was the first of its kind for Boss menswear and marked the return of Beckham to the fashion fold. The label offers a mix of tailored clothing and more casual wear, and reflects Beckham’s distinctive personal style.
