“I always think positive,” declares Rumi Neely in the new BOSS Eyewear Spring / Summer 2015 campaign. “Look towards the sun and everything will come together.” The creative forces have certainly come together in this latest advertising series that draws on preeminent figures in blogging and social media, chief amongst them being Rumi. Light as ever is especially central to the campaign, which makes clever use of the hashtag #masterthelight. Born in Japan and raised in Los Angeles, Rumi “represents the confidence and femininity of the new BOSS woman.”

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Credits include: Client, BOSS; Campaign, Eyewear Spring / Summer 2015.