Hugo Boss Releases Star-Studded Campaigns as Part of Its Brand Refresh

ENFNTSTERRIBLES

26 Jan 2022
Fashion

Hugo Boss Releases Star-Studded Campaigns as Part of Its Brand Refresh

Hugo Boss went for a total spring cleaning and refreshed both its brands HUGO and BOSS for ss22. This obviously couldn’t pass by unnoticed. A list of stars joined the German brands for the #BeYourOwnBOSS and #HowDoYouHUGO campaigns.

#BeYourOwnBOSS

For the first time in almost 50 years, BOSS gets a new logo, along with a true 360-degree rebrand across all consumer touchpoints, focussing 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.

None other than models Kendall Jenner, Joan Smalls, and Hailey Bieber, British professional boxer Anthony Joshua, Korean actor 이민호 (Lee Min Ho), international TikTok star Khaby Lame, German runner Alicia Schmidt, Italian tennis champion Matteo Berrettini, and American rapper Future were gathered for the campaign shot by fashion photographer Mikael Jansson

Khaby Lame

이민호

Joan Smalls

Anthony Joshua

Future

Hailey Bieber

#HowDoYouHUGO

The HUGO brand also sports a new look for the first time since its last logo adjustment in the early 1990s. Same as the BOSS logo, it will feature a notably bolder graphic typeface conveying a contemporary look and impactful visual experience. And HUGO also underwent a modernization to appeal to a younger and more global audience.

The #HowDoYouHUGO campaign, also shot by acclaimed fashion photographer Mikael Jansson, features South Sudanese top model Adut Akech, rappers Big Matthew, SAINt JHN, and American dancer Maddie Ziegler. An actual couple in real life, this is the first time Akech and SAINt JHN are featured together in a campaign.

For more information visit Hugo Boss’s website.

Big Matthew

SAINt JHN and Adut Akech

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