HUGO BOSS releases star-studded campaigns for BOSS as part of comprehensive brand refresh

HUGO BOSS has launched a star-studded global campaign for its brand. The release was the first visual representation of this historic brand refresh. 

After almost 50 years, HUGO BOSS has introduced a new logo for its core brand, BOSS, along with a true 360-degree rebrand across all consumer touch points. 

In line with the company’s CLAIM, five growth strategy, BOSS undertakes a new, modern brand identity focused on a younger and more global demographic. The entire collection design, store concepts, and omnichannel brand experience will be centred on a more playful and casual aesthetic, while staying true to the brand codes of dressing excellence. 

“With the branding refresh and the release of the star-studded campaign, we are ushering in an entirely new era for brand BOSS. It is our aim to excite new and younger target groups and turn them into fans of our brand. The campaign was therefore an important step in further boosting brand relevance and in reaching our goal to become a top 100 global brand in the years to come,” states HUGO BOSS AG CEO Daniel Grieder. 

A refreshed and engaging experience for customers will also be unveiled on the hugoboss.com website. With even more imagery, videos, and inspiring content, customers will have the opportunity to dive into the new products, making for a more enjoyable and immersive shopping experience. 

BOSS reveals an all-star cast tapped as the collective faces of the Spring/Summer 2022 #BeYourOwnBOSS campaign. The striking social-first campaign, shot by acclaimed fashion photographer Mikael Jansson, was captured on sets around the globe.

In tandem, HUGO BOSS announces a strategic partnership with TikTok superstar Khaby Lame. After a record-shattering Milan Fashion Week event bringing in 4 billion impressions in just four days, where BOSS cast Lame for his fashion runway debut, an ambassadorship was formed to include two co-designed capsule collections.

The #BeYourOwnBOSS campaign features top models Kendall Jenner, Hailey Bieber, and Joan Smalls, world-famous American rapper Future, International TikTok star Khaby Lame, South Korean singer and actor Lee Min-ho, British professional boxer Anthony Joshua, Italian tennis champion Matteo Berrettini, and German runner Alica Schmidt.

In addition to the global campaign, a dedicated broad spectrum of engaging social-first content has been created in the form of podcasts, behind the scenes, stories, and reels. The campaign will be activated worldwide across all consumer touch points, leading with social as well as major out-of-home advertising going live in 35 metropolises worldwide.

On the launch day, an impressive digital activation of 200 talents, including the luminary cast members, posted their personal BOSS stories on Instagram, Weibo, Red, and WeChat with images of themselves wearing the signature BOSS hoodie.  

“We were absolutely thrilled by this amazing cast for BOSS. The talents and personalities of the campaign perfectly embody what a boss stands for today. Delving into the more personal, emotive, and thoughtful aspects of being a boss in today’s world helps us connect in a more concrete and tangible way to millennials,” Daniel Grieder elaborates.