Hugo Boss Refreshes Brand with Future, Kendall Jenner

Hugo Boss Refreshes Brand with Future, Kendall Jenner
Kendall Jenner for Hugo Boss.

Hugo Boss Refreshes Brand with Future, Kendall Jenner

HUGO BOSS, a German luxury fashion house founded in 1924, has launched its most aggressive brand refresh in decades with two simultaneous star-studded global campaigns for its brands BOSS and HUGO. After almost 50 years, HUGO BOSS is introducing a new logo for its core brand, BOSS, along with a true 360-degree rebrand. The company said that both new logos feature a notably bolder graphic typeface conveying a contemporary look and impactful visual experience.

In line with the brand’s growth strategy, both BOSS and HUGO undertake a new, modern brand identity focused on a younger, more global demographic. As a result, the entire collection design, store concepts, and brand experience will be centered on a more playful and casual aesthetic while staying true to the brand codes of dressing excellence, says HUGO BOSS.

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Hugo Boss Refreshes Brand with Future, Kendall Jenner
Future for Hugo Boss.

“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,” said Daniel Grieder, CEO of HUGO BOSS AG. “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.”

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Hugo Boss Refreshes Brand with Future, Kendall Jenner
Hailey Beiber for Hugo Boss.

In step with the refresh, BOSS revealed an all-star cast tapped as the collective faces of the Spring/Summer 2022 campaign. Acclaimed fashion photographer Mikael Jansson shot the social-first campaign on sets around the globe.

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.

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