HUGO BOSS Reveals Major Rebrand

Hugo Boss has launched two simultaneous global campaigns for its brands BOSS and HUGO. The star-studded campaigns are part of a historic brand refresh. According to the release, “HUGO BOSS is introducing a new logo for its core brand, BOSS, along with a true 360-degree rebrand across all consumer touch points. The HUGO brand also sports a new look for the first time since its last logo adjustment in the early 1990s”.

The ethos of the rebrand will be to focus on a younger more global demographic. From the collection design, store concepts and over brand experience, it will cater to a more playful and causal aesthetic. The rebrand will include a website overhaul on hugoboss.com. This will include more visual content to boost the customer shopping experience.

With the branding refresh and the release of the star-studded campaigns, we are ushering in an entirely new era for BOSS and HUGO.
Daniel Grieder, CEO HUGO BOSS AG.

BOSS: #BEYOUROWNBOSS

An all-star cast was revealed to be the faces of the Spring/Summer 2022 #BeYourOwnBOSS campaign. Renowned fashion photographer Mikael Jansson shot the campaign.

The 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. “We are absolutely thrilled by this amazing cast for BOSS. The talents and personalities of the campaign perfectly embody what a boss stands for today” states Daniel Grieder.

HUGO: #HOWDOYOUHUGO

The #HowDoYouHUGO campaign, also shot by Mikael Jansson, features South Sudanese top model Adut Akech, rappers Big Matthew, SAINt JHN, and American dancer Maddie Ziegler. The 360-degree campaign will go live across several social media channels.

Today, more than ever, it is important to go your own way, and this principle is the foundation of the HUGO brand platform. HUGO is a brand for young, unconventional, and progressive people who live life on their own terms.
Daniel Grieder, CEO HUGO BOSS AG.