Starting this year, actor Chris Hemsworth, best known for his role as Thor, will be the first Hollywood star to be appointed new global brand ambassador for BOSS. In this role, he will be the international face of the brand in its worldwide fashion campaigns planned for 2021 and 2022. Hemsworth has already been collaborating with Hugo Boss on the “BOSS Bottled” scent since 2017.
“I’ve been a huge BOSS fan for a long time, so I’m really happy to now represent the brand’s collections as global ambassador,” said Hemsworth. “Our partnership over the past few years has been absolutely brilliant. I’m very excited to be working more closely with the BOSS team.”
“We are proud that, in Chris, we have been able to secure a world-class star who is a perfect fit for our BOSS brand,” added Yves Müller, managing board spokesman at Hugo Boss AG. “He embodies a contemporary take of success and masculinity. Chris perfectly exemplifies the modern man of today: self-confident, authentic, and approachable. His global fame will further augment the BOSS brand’s desirability going forward.”
With the appointment of Hemsworth – a passionate surfer who epitomizes a well-balanced lifestyle – the group is taking another step in its casualization process of the BOSS brand. This will also be reflected in the direction the new campaign will take.
In addition to his career as an actor, Hemsworth is a dedicated environmentalist, and strategically leverages his popularity to draw attention to climate change and species protection. More than 45 million followers on Instagram demonstrate that he has become a role model for younger generations.
The first campaign featuring Hemsworth will launch in spring 2021. The partnership will also see the launch of a joint BOSS capsule collection with a sustainability focus. With this collection, Hugo Boss underlines its leading role as a sustainable company within the textile industry.