Hugo boss releases star-studded campaigns for boss as part of its comprehensive brand refresh

HUGO BOSS 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 touchpoints.

In line with the company’s CLAIM, 5 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 centered 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 Daniel Grieder, CEO HUGO BOSS AG.

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.

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.