February 17th, 2022 – By Promostyl


Make HUGO BOSS cool again? That seemed impossible up until about a year ago.

While the brand had kept a rather loyal clientele, the interest in the ever-changing fashion industry was in full decline and it became pretty clear to Daniel Grieder – CEO of the German brand – that something had to be done.

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In the brand’s biggest digital initiative to date, both HUGO and BOSS went through a radical rebranding with a clear targeting, the former aimed at Gen Z and the latter aimed at Millennials. Campaigns #HowDoYouHugo and #BeYourOwnBoss flooded social media with new ambassadors including athletes, singers, models and actors. The logos were simplified and a clearer design direction was taken to attract new young customers: tailoring based on comfort with a utility twist and a colour range made of red, beige, black and white.

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When it came to the launch party of this new and improved HUGO BOSS which took place just a few days earlier in the Dubaï desert, the effort was just as big as the one for the campaigns.

Not only did the setting match the collection’s colour range perfectly, therefore building an undeniably efficient atmosphere, the guest list was the perfect stardust casting with TikTok star Khaby Lame, ‘Emily in Paris’ actors Lucien Laviscount and Ashley Park, as well as model Wisdom Kaye and model/singer Teyana Taylor making an appearance dressed head to toe in the brand.

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