FASHION
HUGO BOSS RELEASES STAR-STUDDED CAMPAIGNS FOR BOSS AND HUGO
HUGO BOSS releases star-studded campaigns for BOSS and HUGO as part of its comprehensive brand refresh
Matteo Berrettini Joan Smalls
HUGO BOSS launches two simultaneous star-studded global campaigns for its brands BOSS and HUGO . The release is the first visual representation of this historic brand refresh . After almost 50 years , HUGO BOSS is introducing a new logo for its core brand , BOSS , along with a true 360-degree rebrand across all consumer touchpoints . The HUGO brand also sports a new look for the first time since its last logo adjustment in the early 1990s . Both new logos feature a notably bolder graphic typeface conveying a contemporary look and impactful visual experience .
In line with the company ’ s CLAIM 5 growth strategy , both BOSS and HUGO undertake a new , modern brand identity focused on a
72 The Art of Luxury Issue 51 2022