Hugo Boss made a big impact with its campaigns for its refreshed Hugo and Boss brands last season so it’s a big deal when it unveils new campaigns. And it has just released its creatives for AW22.
For the season, the Boss brand “delves deeper into what it means to be your own Boss with a campaign capturing a group of today’s most influential stars”.
The label — for the first time — has supermodels Naomi Campbell and Kendall Jenner, American rapper Future, and South Korean actor Lee Minho fronting the imagery and film. They star alongside returning ambassadors TikTok creator Khaby Lame, Italian tennis player Matteo Berrettini, German runner Alica Schmidt and British boxer Anthony Joshua.
They talk about “what makes a Boss” in various rooms decked out in the brand code colours of black, white and camel.
Meanwhile, Hugo “continues to encourage and empower every individual to be who they are, create their own look, and stay true to themselves”.
Its new campaign plays out against the backdrop of the#HUGOYourWay mantra with Korean-American rapper Big Matthew and Guyanese-American rapper Saint JHN (Hugo brand ambassadors since January).
Joining them is American model and singer Selah Marley, “forming an unstoppable trio of inspiring individuals who are not afraid to go their own way and break barriers”.
The company said that with the brand’s “expansion to TikTok in conjunction with Instagram, [it] continues to explore new ways to connect with its youthful fans. Futuristic videos shot by some of the world’s hottest content creators and posted using the hashtag #HUGOYourWay allow customers to see a new side of Hugo”.
The campaign also teases a key moment for the label with a deepened focus on its denim range and collaborations, “which will be revealed soon”.
The digital-led campaign reflects the vision of the group “to become the leading premium tech-driven fashion platform worldwide”.
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