Boss, part of the well-known German company Hugo Boss, made a big statement with its latest campaign launch in Dubai. The brand brought together a group of influential figures to showcase its new “see now buy now” collection for Spring/Summer 2022 in a spectacular communication campaign set in the desert.
The campaign featured Boss ambassadors such as professional tennis player Matteo Berrettini, Senegalese TikToker Khaby Lame, and German athlete Alica Schmidt. These ambassadors, along with supermodels Cindy Bruna and Didi Stone, Australian model Madeline Stuart, who has Down syndrome, and French YouTuber Sundy Jules, walked the runway and participated in a film shoot within the stunning Dubai Desert Conservation Reserve. The film, which highlighted elements of Boss’ new visual identity, was then shared on various social media platforms.
Prominent figures from various industries graced the event, including model Precious Lee, singer Teyana Taylor, Taylor Hill, actor Michele Morrone, actor Patrick Schwarzenegger, actress Ashley Park, and several Paralympic athletes. German TikTok star Younes Zarou, with an impressive Instagram following of over 44.6 million, and American model Wisdom Kaye were also among the esteemed guest list. All these influencers showcased their head-to-toe Boss outfits on social media, sharing their Dubai adventure and creating instant buzz for the brand.
The success of this global multimedia project has delighted the fashion house, as announced in a press release. The campaign generated an incredible buzz and comes as the Hugo Boss group experienced a sales increase of over 50% at the end of the year. However, amidst the celebrations, news of Boss’ plans to close its Scandicci factory in Tuscany, where it manufactures leather goods and women’s shoes, and the announcement of 21 layoffs saddened the otherwise prosperous campaign.
Useful links:
1. Hugo Boss Official Website
2. Boss Instagram Account
