“CLAIM 5”

Legacy fashion house Hugo Boss has announced that it will simultaneously launch two star-studded global campaigns to support the rebranding of its BOSS and HUGO brand offshoots. 

After almost 50 years of being a recognizable label, the rebrand comes as a result of the company’s plans to become a top 100 business in its category, led by new CEO Daniel Grieder. Revealing in a press statement that there’s “an aggressive growth strategy to double company sales by 2025,” the label’s core BOSS brand has tapped multi-faceted celebrity talent such as Future, Hailey Bieber and Kendall Jenner to visually represent the refresh. Additionally, HUGO – the label’s younger and more sports-focused line that was first introduced in the ‘90s – has recruited young stars such as chart-topping “Roses” singer Saint Jhn, supermodel Adut Akech, Dance Moms reality TV star Maddie Ziegler, and K-POP sensation Matthew Kim aka Big Matthew, for its #HowDoYouHUGOSpring/Summer 2022 campaign.

The company’s “CLAIM 5” growth strategy will allow for both the BOSS and HUGO brands to undertake a new and modern identity that focuses on a younger and more global demographic, while adhering to the original brand codes of ‘dressing excellence.’ 

Posted by: TAWD on January 27, 2022