Per Hollywood Reporter, The label, ushering in a new era after five decades, has also entered into a partnership with TikTok sensation Lame that includes a co-designed capsule collection.
Hugo Boss has drafted the likes of supermodels, social media sensations and world-class athletes for a celebrity campaign designed to usher in a new era for core brand BOSS after nearly 50 years.
The #BeYourOwnBoss campaign features BOSS’s Spring/Summer 2022 collection, the campaign (shot by Mikael Jansson) stars famous faces Kendall Jenner, Hailey Bieberand Joan Smalls, South Korean sensation Lee Min-ho, rapper Future, international TikTok star Khaby Lame, British boxer Anthony Joshua, Italian tennis pro Matteo Berrettini, and German runner Alica Schmidt.
Hugo Boss says it will be rolling out “a true 360-degree rebrand” across all consumer touchpoints. It will feature a new logo with bolder, more graphic typeface meant to convey a contemporary look.
The brand’s design direction, retail buys, store concepts and messaging is getting an overhaul as well, “centered on a more playful and casual aesthetic while staying true to the brand codes of dressing excellence.” Overseeing the shift is CEO Daniel Grieder.
Playful and casual are two adjectives that describe TikTok star Lame, who is one of the most popular personalities on the platform with 129 million followers. A Sengalese talent based in Italy, Lame regularly posts wordless reaction clips, and the hilarity translated to social fame and being featured in the pages of The New York Times and on CNN.
BOSS also announced Friday that it has entered a multiyear partnership with Lame, after landing him for a runway debut during Milan Fashion Week. The outing translated to 4 billion impressions, per BOSS. The ambassadorship will also include a co-designed capsule collection.
Select images from #BeYourOwnBoss can be found below.
