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Spring Summer 22

Be Your Own BOSS. A whole new era SS22

BOSS is introducing a new era, a new logo, and a striking new campaign with the launch of a new video.

The brand’s message is “Take charge of your own destiny” as the campaign stars Kendall Jenner, Hailey Bieber and Joan Smalls, rapper Future, TikTok star Khaby Lame, singer and actor Lee Min-ho, boxer Anthony Joshua, tennis champion Matteo Berrettini and runner Alica Schmidt.

“Thanks to the brand refresh and the launch of the star-studded campaigns, we are ushering in a completely new era for BOSS and HUGO. Our aim is to enthuse new and younger target groups and turn them into fans of our brands. Both campaigns are therefore an important step towards further boosting the brand’s relevance and achieving our goal of becoming one of the top 100 global brands in the coming years,” said Daniel Grieder, CEO of HUGO BOSS AG.

Photographed by acclaimed fashion photographer Mikael Jansson


Talents: Kendall Jenner, Joan Smalls, Hailey Bieber, Alica Schmidt, Future, Lee Min-ho, Anthony Joshua, Khaby Lame, and Matteo Berrettini

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