Hugo Boss’s Strategic Rebrand Enlist Youthful Icons Such As Khaby Lame And Hailey Bieber For Its Rebranding
Under the direction and leadership of CEO Daniel Grieder, who joined Hugo Boss in June 2021 after two decades at Tommy Hilfiger, Hugo Boss announced an aggressive growth strategy to double company sales by 2025 and plans to become a top 100 business within that time.
Starting January 26th Boss and Hugo will undertake a new, modern brand identity focused on a younger and more global demographic. Design direction, retail buys, store concepts, and omnichannel messaging will be focused on a more playful and casual aesthetic while staying true to the basic brand codes of dressing excellence.
Boss will proudly unveil an all-star cast of talent tapped as the collective faces of Boss’ Spring/Summer 2022 #BeYourOwnBoss campaign. The striking portraits, shot by acclaimed fashion photographer Mikael Jansson were captured on sets around the globe with a multi-faceted celebrity lineup including Future, Hailey Bieber, Kendall Jenner, Joan Smalls, and more.
The release of the star-studded creative is the first visual representation of what is a historic brand refresh. After almost 50 years, Hugo Boss is introducing a new logo for its core brand BOSS along with a true 360-degree rebrand across all consumer touchpoints. Hugo also sports a new look for the first time since being first introduced in the early 1990s. Both logos feature a notably bolder more graphic typeface conveying a more contemporary look and impactful visual experience.
In tandem, Boss announced a multi-year partnership with TikTok superstar Khaby Lame. On the heels of a record-shattering Milan Fashion Week outing where Boss cast Lame in his fashion runway debut, bringing in over 4 billion impressions in just 4 days, the brand has extended the ambassadorship to include a co-designed capsule collection kicking off with the Spring/Summer 2022 campaign outing.
