by Christopher Blomquist

Hugo Boss has launched two simultaneous global campaigns for its brands BOSS and HUGO. The release is the first visual representation of the company’s makeover of the two brands, which includes new logos for both and a focus on a younger, more global demographic.

The entire collection design, store concepts and omnichannel brand experience will be centered on a more playful and casual aesthetic.

The new BOSS campaign was shot by Mikael Jansson and features an all-star cast of models tapped as the collective faces of the Spring/Summer 2022 #BeYourOwnBOSS campaign. Its face incude 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 (pictured above), British professional boxer Anthony Joshua, Italian tennis champion Matteo Berrettini and German runner Alica Schmidt.

In addition to the global campaign, a dedicated broad spectrum of social-first content has been created in the form of podcasts, behind the scenes, stories and reels. The campaign went live worldwide yesterday.

Meanwhile, the #HowDoYouHUGO campaign, also shot by Jansson, features South Sudanese top model Adut Akech, rappers Big Matthew, SAINt JHN and American dancer Maddie Ziegler. A couple in real life, this is the very first time Akech and SAINt JHN have been featured together in a promo.

In addition to the aign imagery, different social-first content layers connected to the worlds of dance and music have been produced in the form of behind the scenes, interviews and TikTok challenges. A 360-degree campaign, it will be activated across all channels, leading with TikTok, as well as with guerilla marketing, painted murals, and bus and tram coverage in several cities across the globe. Brand face Big Matthew and TikTok creator, Vik White, choreographed a dance challenge, #HowDoYouHUGO, which will be amplified by 60 TikTok creators.

“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. 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,” said Daniel Grieder, CEO of Hugo Boss AG, in a statement.