BOSS refreshes its brand identity alongside global SS22 talent launch
HUGO BOSS has undergone many rebirths. Established in 1924 in Metzingen, Germany, back then the tailoring behemoth was simply named after its founder. Following a post-war rebuild, the business branched out from work-wear to fashion-conscious suits and sharp sportswear under the BOSS brand, later extending to everything from fragrance to footwear, as well as a dedicated HUGO line. Today it offers collections across 127 countries, and a couple years out from its centenary, the company has announced a historic refresh for its core offering.
Unchanged for close to 50 years, the BOSS logo has received a bold contemporary update. Design direction, retail buys and store concepts will all be centred on a more casual and playful aesthetic, and the new, graphically impactful identity offers some clues as to its focus in the coming years, tallying with CEO Daniel Grieder’s ambitious plans to double sales by 2025 by tapping into a younger and more global audience.
Celebrating the refresh, a host of talent across athletics, music and media have been tapped for the 2022 #BeYourOwnBoss campaign. Shot by acclaimed Swedish fashion photographer Mikael Jansson, models Hailey Bieber, Joan Smalls, Kendall Jenner, American rapper Future, Korean singer and actor Lee Min-Ho, heavyweight boxing champion Anthony Joshua, Italian tennis champ Matteo Berrettini, and German runner Alicia Schmidt all don the anticipated Spring/Summer wardrobe.
Running parallel, BOSS has also announced a multi-year partnership with Senegalese born influencer Khaby Lame. After losing his job in a northern Italian industrial factory in Turin, Lame has taken the world by storm through his TikTok videos that capture the absurdity of modern life, amassing over 124 million followers since the beginning of the pandemic. After record-breaking Milan Fashion Week engagement, which saw the brand cast him for his runway debut, Lame’s ambassadorship has been extended to include a co-designed capsule collection.
“We are absolutely thrilled by this amazing cast for BOSS,” notes Grieder. “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.”
