Hugo Boss goes for a brand refresh with its BOSS spring-summer 2022 campaign called #BEYOUROWNBOSS. The advertisements showcase models Kendall Jenner, Joan Smalls, Hailey Bieber, and German runner Alica Schmidt. Photographer Mikael Jansson captures a series of dynamic studio images with the cast. Branded jackets, hoodies, and knits stand out for the color and black and white portraits.
BOSS Spring/Summer 2022 Campaign
After almost 50 years, BOSS gets a new logo featuring a bolder typeface. In addition to a logo makeover, the brand’s website will also get an update with more pictures, videos, and motivating content, providing for a more immersive purchasing experience.
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An extensive range of compelling social-first material, including podcasts, behind the scenes, stories, and vignettes, has been generated. The campaign will be launched globally across all consumer touchpoints, including big social and out-of-home advertising in 35 cities.
“We are absolutely thrilled by this amazing cast for BOSS. The talents and personalities of the campaign perfectly embody what a boss stands for today. Delving into the more personal, emotive, and thoughtful aspects of being a boss in today’s world helps us connect in a more concrete and tangible way to millennials,” shares Daniel Grieder, CEO HUGO BOSS AG.
