5 luxury brands that got a makeover (and what they taught us about the change)
In 2022, BOSS decided to do a brand refresh with its spring/summer 2022 campaign. From now on we will be able to observe a cooler and luxuriously relaxed look and feel that will make us identify from the first moment. The approach: a path of renewal focused on projecting joviality through a more chill aesthetic, but always faithful to the codes that make it a luxury brand par excellence.
A risky decision that after almost 50 years HUGO BOSS takes for its main brand, but which speaks of greater impact, unquestionable strength and great optimism.
Zegna
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Another of the most impressive decisions to renew its image was that of Zegna, which in 2021 presented us with a new logo, a revolutionary graphic identity and a direction prepared to lead change in the world of fashion. Reviewing its history and narrating its evolution as few brands have achieved on social networks, this Italian house decided to eliminate the founder's name to only keep the last name. At the same time, its logo has preferred a serif font with well-marked auctions that maintain an exquisitely retro personality, but ready for the present.
Finally, the Zegna wordmark is now accompanied by a band with the characteristic vicuña color of the house and a black line in the center. The same one that is inspired by the highway Strada Privinciale 232 Panoramica Zegna; a path built by the founder of the brand and entrepreneur, Ermenegildo Zegna, between the Trivero mountains and leading to the family's (public) reserve.
The teaching? Going back to our roots and being loyal to our values will always be a top decision, even if we change everything on the outside.
Burberry
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