FASHION
Future
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 . 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 globe . Brand face , Big Matthew , and TikTok creator , Vik White , choreographed a dance challenge , # HowDoYouHUGO , which will be amplified by 60 TikTok creators to create buzz and engagement across these platforms .
On the launch date of the campaign - January 26th , an impressive digital activation of 200 talents , included the luminary cast members who posted their personal BOSS stories on Instagram , Weibo , Red , and WeChat with images of themselves wearing the signature BOSS hoodie .
“ 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 . Delving into the more personal , emotive , and thoughtful aspects of being a boss in today ’ s world helps us connect in a more concrete and tangible way to millennials ,” Daniel Grieder elaborates .
HUGO : # HOWDOYOUHUGO CAMPAIGN
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 very first time Akech and SAINt JHN are featured together in a campaign .
Khaby Lame
74 The Art of Luxury Issue 51 2022