Hugo Boss, the renowned fashion brand, has recently unveiled new campaigns for its Boss and Hugo labels as part of a comprehensive brand refresh. The campaigns, captured by acclaimed fashion photographer Mikael Jansson, were shot in different locations across the globe and feature a star-studded cast.
One of the campaigns, called #BeyourownBoss, showcases a lineup of top models including Kendall Jenner, Hailey Bieber, and Joan Smalls. Joining them are American rapper Future, international TikTok sensation Khaby Lame, South Korean singer and actor Lee Min-ho, British professional boxer Anthony Joshua, Italian tennis champion Matteo Berrettini, and German runner Alica Schmidt. This global campaign not only highlights the brand’s diverse appeal but also demonstrates its determination to engage a wide range of target audiences.
As part of this campaign, Hugo Boss has also announced a strategic partnership with Khaby Lame. The collaboration will involve co-designed capsule collections that reflect Lame’s unique style and authenticity. This partnership further solidifies Hugo Boss’s commitment to embracing influential figures from various fields and tapping into their unique perspectives to create captivating collections.
In addition to the global campaign, Hugo Boss has created social-first content exclusively for social media platforms. This includes podcasts, behind-the-scenes glimpses, stories, and reels that offer fans and followers an immersive experience. The campaign has been activated worldwide across all consumer touchpoints, with a strong emphasis on social media platforms such as Instagram, Weibo, Red, and WeChat. The campaign stars are actively sharing their personal Boss stories on these platforms while showcasing themselves wearing the iconic Boss hoodie.
Simultaneously, Hugo label has launched its own campaign titled #HowdoyouHugo. Mikael Jansson has once again captured the essence of the brand, this time featuring South Sudanese top model Adut Akech, rappers Big Matthew and SAINt JHN, and American dancer Maddie Ziegler. Notably, this is the first time Akech and SAINt JHN have appeared together in a campaign. The Hugo campaign delves into the realms of dance and music, leveraging various social-first content layers such as behind-the-scenes footage, interviews, and TikTok challenges. The brand aims to connect with a younger audience through this campaign.
To reach its target demographic and embrace a more casual aesthetic, Hugo Boss has specifically focused on social media platforms and interactive marketing approaches. CEO Daniel Grieder expressed the company’s ambition to excite and attract new, younger audiences, aiming to transform them into loyal fans of the brand. This strategic move aligns with Hugo Boss’s goal of enhancing brand relevance and ultimately becoming a leading global brand in the years to come.
Furthermore, Hugo Boss has also made improvements to its webstore, enhancing the shopping experience for its customers. The webstore now features more engaging imagery, videos, and inspiring content, aiming to create a truly immersive environment for online shoppers. The brand has plans for further enhancements and updates to the webstore throughout the year, signaling its commitment to providing a seamless and enjoyable shopping experience for its customers.
Overall, Hugo Boss’s latest campaigns and brand refresh highlight its determination to captivate a younger audience and embrace a more casual look. With the involvement of influential figures and the use of social media platforms, the brand aims to increase its appeal and relevance in the fashion industry.
For more information on Hugo Boss’s campaigns, visit their official website here. To explore their latest collections and shopping experience, visit their webstore here.
