FASHION 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 campaigns , we are ushering in an entirely new era for BOSS and HUGO . It is our 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 ,” 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 . Improved usability will support the growth of the E-Comm business , and even more digital and omnichannel services will be available throughout 2022 .
Anthony Joshua
BOSS : # BEYOUROWNBOSS CAMPAIGN
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 .
In tandem , BOSS announces a strategic partnership with TikTok superstar Khaby Lame . After a record-shattering Milan Fashion Week event bringing in 4 billion impressions in just 4 days , where BOSS cast Lame for his fashion runway debut , an ambassadorship was formed to include two co-designed capsule collections .
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 Minho , British professional boxer Anthony Joshua , Italian tennis champion Matteo Berrettini , and German runner Alica Schmidt .
Hailey Bieber
In addition to the global campaign , a dedicated broad spectrum of engaging social-first content has been created in the form of podcasts , behind the scenes , stories , and reels . The campaign will be activated worldwide across all consumer touchpoints , leading with social as well as major out-of-home advertising going live in 35 metropolises worldwide .
Issue 51 2022 The Art of Luxury
73