76 LUXURY FASHION
A striking spectrum of gray tones augments and elevates the mood of the campaign , bringing added visual richness to the overall look and feel .
The moving and motivational approach of the brand ’ s latest social-first campaign – photographed by Mikael Jansson under the creative direction of Trey Laird and his agency , Team Laird – provides a touching portrait of the featured celebrities , while remaining on course with the HUGO BOSS
Group ’ s aim to amplify the global appeal of its brands . In fact , over the course of September and October – to coincide with fashion month – BOSS is partnering with TikTok to provide a unique , interactive user experience in key European markets . To maximize buzz ahead of its launch in early September , specifics about the initiative are being kept under wraps , although the collaboration will generate style-related content on the platform to tap further into TikTok ’ s increasingly target-relevant audience – while leveraging the impact of BOSS Global Ambassador and TikTok ’ s largest creator , Khaby Lame .
Lastly , to cement the impact of the new campaign , large-scale outdoor advertising techniques will be deployed in a range of cities internationally , while BOSS stores worldwide will bring the key look and feel of BOSS Fall / Winter 2023 to its window displays and interior merchandising . BOSS . com will host a dedicated hub page to celebrate the campaign ’ s launch and showcase key pieces for the new season .
BOSS . COM
INSTAGRAM : instagram . com / boss FACEBOOK : facebook . com / hugoboss YOUTUBE : youtube . com / boss TIKTOK : tiktok . com /@ boss
THE ART OF LUXURY Issue 60 2023