Boss redefines itself with the Spring/Summer 2022 Campaign

Boss goes for a glamorous and fresh new brand update, and  has launched its star-studded global campaign. Going for a new, modem brand identity that focuses on a younger demographic, the German high-end brand has brought forth a new logo with bolder graphic typeface and a contemporary look, which will provide an impactful visual experience. Boss has opted for the CLAIM 5 growth strategy, and its entire visual identity will be centered on more youthful and playful aesthetic, while staying true to its mantra of dressing excellence.

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 ta 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.

Unveiling the #BeYourOwnBOSS Campaign, photographed by the acclaimed fashion photographer Mikel Jansson, the brand enlists 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 Matted Berrettini, and German runner Alica Schmidt, who wear the redefined styles of the brand, which give off a stylish casual vibe, while dripping in luxe vibes,

Boss has also announced a strategic partnership with TikTok superstar Khaby Lame which came after the Milan Fashion Week event that brought in 4 billion impressions in just 4 days, as BOSS cast Lame for his fashion runway debut, and will now feature an ambassadorship that will include two co-designed capsule collections.