Kendall Jenner, Hailey Bieber Star in Hugo BOSS Rebranding Campaign – The Hollywood Reporter

Hugo Boss is brand new. The iconic brand drafted world-class supermodels, social media sensations and athletes for a celebrity campaign designed to usher in a new era for the brand. core BOSS after nearly 50 years.

Dubbed #BeYourOwnBoss and presenting BOSS’s Spring/Summer 2022 collection, the campaign (conducted by Mikael Jansson) features famous faces such as Kendall Jenner, Hailey Bieber and Joan Smalls. South Korean Lee Min-ho, rapper Future, international TikTok star Khaby Lame, British boxer Anthony Joshua, Italian professional tennis player Matteo Berrettini and German track and field athlete Alica Schmidt.

In parallel with the campaign, Hugo Boss says it is launching “a true 360-degree branding” across all consumer touchpoints. It will feature a new logo with bolder, bolder graphic typography to convey a contemporary look. The brand’s design direction, retail, store concept and messaging are also being overhauled, “focusing on a more playful and casual aesthetic while staying true to the brand’s rules of integrity.” excellent in costume”. Oversaw the change is CEO Daniel Grieder.

Playful and casual are two adjectives that describe TikTok star Lame, one of the most popular figures on the platform with 129 million followers. An Italian-based Sengalese talent, Lame regularly posts clips of nonverbal reactions and humor that translate into social media fame and featured on her pages. New York Times and on CNN.

BOSS also announced today that they have had a multi-year partnership with Lame, after making his catwalk debut during Milan Fashion Week. The outing has translated into 4 billion impressions, per BOSS. Ambassador Missions will also include a co-designed capsule collection.

You can find curated images from #BeYourOwnBoss below.