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HUGO BOSS coming through with the re-brand

The two pathways leading HUGO BOSS into the future of fashion

There are start-studded campaigns, and then there are HUGO BOSS campaigns. Igniting a brand refresh, the fashion-powerhouse has created two brand pathways: HUGO and BOSS. After 50 years of global success, this new and fresh visual representation aims to cross all of our touch-points, with a modern brand identity. Featuring some of 2022’s hottest talent, HUGO BOSS has its future ready-to-go with the likes of Haily Bieber and Kendall Jenner fronting the BOSS-front. Now, lest not forget HUGO, the younger and more sports-focused line which features the likes of Adut Akech, Big Matthew and Maddie Zeigler. HUGO asks, #HowDoYouHUGO, and if it’s in the company of this lot… whichever way you want us to! With their aim to “excite new and younger target groups”, I think we can call this one a success, as we witness the campaign spread far and wide on all channels, with a collection we can’t wait to get our hands-on.

Enter the BOSS world hereĀ 

Words by Grace Powell