BOSS and HUGO get rebranding treatment with a star-studded digital activation campaign

HUGO BOSS took over social media to launch two global campaigns for its BOSS and HUGO divisions. This marks a milestone in the brand’s long-standing history, as the logo has not been changed since the early 1990’s. This rebranding comes packed with a star-studded cast of some of today’s most celebrated actors, models, influencers, stylists, and more.

The lead cast of the campaign consists of Alicia Schmidt (runner), Anthony Joshua (boxer), Future (musician), Hailey Bieber (model), Joan Smalls (model), Khaby Lame (Tik Tok star), Kendall Jenner (model), Lee Min-ho (singer/actor) and Matteo Berrettini (tennis player).

As part of the launch, 200 artists took to social media with the hashtag #BeYourOwnBOSS in a global digital activation. Additionally, the brand is looking to focus on a more content-heavy online presence, which will include a podcast, behind-the-scenes videos, reels, and stories.

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