After almost 50 years, HUGO BOSS is undergoing a historic brand refresh across all consumer touchpoints, which will change the DNA of the brand for years to come.

In addition to the evolution of the brand’s iconic logo, HUGO BOSS will be launching two simultaneous star-studded global campaigns for both BOSS and HUGO.

“In line with the company’s CLAIM 5 growth strategy, both BOSS and HUGO undertake a new, modern brand identity focused on a younger and more global demographic. The entire collection design, store concepts, an omnichannel brand experience will be centered on a more playful and casual aesthetic while staying true to the brand codes of dressing excellence,” according to the release.

See Also: Noah Beck Talks TikTok, Personal Style, and Coach's Newest Campaign

"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.

The HUGO Boss website will also undergo a dramatic 360 transformation, with interactive content that will foster a more engaging shopping experience.

Additionally, BOSS launches an all-star cast tapped as the faces of the Spring/Summer 2022 #BeYourOwnBOSS campaign. The astounding social-first campaign, shot by renowned fashion photographer Mikael Jansson, was shot on sets around the globe.

The release states, “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 Min-ho, British professional boxer Anthony Joshua, Italian tennis champion Matteo Berrettini, and German runner Alica Schmidt.

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.

On the launch date of the campaign set for January 26th, an impressive digital activation of 200 talents, including the luminary cast members, will post 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.