Jan 27, 2022
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Hugo Boss launches celeb-led campaigns for key labels as it refreshes the brands

Jan 27, 2022

As it continues its comprehensive brand refresh, Hugo Boss has just released “star-studded” campaigns for its Boss and Hugo labels globally. The #BeyourownBoss campaign “reveals an all-star cast” shot by fashion photographer Mikael Jansson on sets around the world.


It features top models Kendall Jenner, Hailey Bieber, and Joan Smalls, 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.

At the same time, it has announced a strategic partnership with Lame. After a “record-shattering” Milan Fashion Week event bringing in four 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.

In addition to the global campaign, dedicated social-first content has been created with podcasts, behind the scenes glimpses, stories, and reels. The campaign has been activated worldwide across all consumer touchpoints, leading with social as well as major out-of-home advertising in 35 cities worldwide.

The campaign stars are also posting their personal Boss stories on Instagram, Weibo, Red, and WeChat with images of themselves wearing the signature Boss hoodie.  

The company said the Boss release “is the first visual representation of this historic brand refresh” and comes as Boss gets a new logo (first unveiled last weekend at the Hahnenkamm Races).



Meanwhile, at Hugo, the firm has unveiled the #HowdoyouHugo campaign, also shot by Jansson. It features South Sudanese top model Adut Akech, rappers Big Matthew, SAINt JHN, and American dancer Maddie Ziegler. A couple in real life, this is the very first time Akech and SAINt JHN are featured together in a campaign. 

In addition to the global campaign imagery, different social-first content layers connected to the worlds of dance and music have been produced in the form of behind the scenes, interviews, and TikTok challenges. 

The company said this 360-degree campaign will be activated across all channels, leading with TikTok, as well as with guerilla marketing, painted murals, and bus and tram coverage in several cities across the world. 


Brand face, Big Matthew, and TikTok creator, Vik White, choreographed a dance challenge, which will be amplified by 60 TikTok creators “to create buzz and engagement across these platforms”.

And the Hugo brand also gets a new look for the first time since its last logo adjustment in the early 1990s.


The group has been actively targeting a younger demographic and a more casual look in what CEO Daniel Grieder said ushers in “an entirely new era” for the labels and the new campaigns are clearly part of that.

Grieder said it’s the firm’s aim to “excite new and younger target groups and turn them into fans of our brands. Both campaigns are 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”.

Also new is even more imagery, videos, and inspiring content on the firm’s webstore, “making for a more enjoyable and immersive shopping experience” already with more improvements to come during this year.

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