Hugo Boss Gives a Fresh Facelift to Its BOSS and HUGO Brand Offshoots
Enlisting young stars such as Saint Jhn and Big Matthew for its rebranding.
Legacy fashion house Hugo Boss has announced that it will simultaneously launch two star-studded global campaigns to support the rebranding of its BOSS and HUGO brand offshoots.
After almost 50 years of being a recognizable label, the rebrand comes as a result of the company’s plans to become a top 100 business in its category, led by new CEO Daniel Grieder. Revealing in a press statement that there’s “an aggressive growth strategy to double company sales by 2025,” the label’s core BOSS brand has tapped multi-faceted celebrity talent such as Future, Hailey Bieber and Kendall Jenner to visually represent the refresh. Additionally, HUGO – the label’s younger and more sports-focused line that was first introduced in the ‘90s – has recruited young stars such as chart-topping “Roses” singer Saint Jhn, supermodel Adut Akech, Dance Moms reality TV star Maddie Ziegler, and K-POP sensation Matthew Kim aka Big Matthew, for its #HowDoYouHUGO Spring/Summer 2022 campaign.
Photographed by acclaimed fashion photographer Mikael Jansson, both campaigns encompass a 360-degree rebrand across all consumer touchpoints including social-first content layers highlighting dance and music, guerilla marketing, bus and tram coverage and Tik Tok challenges. And in keeping with the social-first theme, this marks the first time that Jhn and Akech appear together as a real life couple in a campaign.
Speaking on his HUGO appearance and involvement with the brand, Matthew says, “Having just walked the BOSS x RUSSELL show in Milan as my first time as a ‘model,’ the decision came naturally as it focused on self-expression and diversity in representation.”
“From the ‘dancer-kid’ to ‘K-POP artist,’ my life experiences, interests and the music I’m creating now is still how I communicate myself with my fans and the world [and] this collaboration with HUGO is another extension of that,” he adds.
The company’s “CLAIM 5” growth strategy will allow for both the BOSS and HUGO brands to undertake a new and modern identity that focuses on a younger and more global demographic, while adhering to the original brand codes of ‘dressing excellence.’
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