Hugo Boss relaunches “Boss” and “Hugo”: new image, same values (and collections with Khaby Lame)
Proving itself to be a true turning point in the history of the brand of German origin, today we are witnessing the relaunch, on a global scale, of the two commercial brands with which the Hugo Boss company currently operates in the market: the fashion firms “Boss” and “Hugo”. A strategic action that the German Group has launched through the renewal of the image of both, as well as the launch of promotional campaigns aimed at transmitting this new image, under which they have already developed their new collections. In view of this upcoming Spring/Summer 2022 campaign, whose garments will thus begin to be introduced in the different points of sale that the company has in different parts of the world.
As part of a repositioning operation that remains in line with the company's strategic objectives, already advanced at the beginning of last August 2021, the management of Hugo Boss have decided thus embarking its brands "Boss" and "Hugo" on a new stage, promoting its relaunch under two new logos. The most visible part of the change that they seek to print to both firms, in which it must finally be reflected in a 360-degree change that will affect both the image and the points of sale and the shopping and brand experience that will be offered through of every one of them. A turn that in this way will be taken both to the digital channel, where a new, more playful and immersive compa experience will begin to be implemented throughout 2022, as well as to the creative direction of the collections of the two brands, to their points of sale, to the ideation of their stores and even to the way of communicating with their respective audiences, while they will seek to keep both firmly faithful to their codes and values in favor of "excellence in clothing".
“With the renewal of the brand and the launch of the campaigns with international stars as protagonists, we are at the beginning of a completely new era for 'Boss' and 'Hugo'”, Daniel Grieder, director, did not hesitate to remark Hugo Boss executive, through statements released from the Fashion Group itself. “Our goal is to excite a new, younger audience and convert them into a fan of our brands”, adds the senior manager of Hugo Boss. "Both campaigns are therefore an important step to further drive the company's relevance and achieve our goal of becoming one of the top 100 global brands in the coming years."
Boss: new logo and capsule collections together with tiktoker Khaby Lame
After almost 50 years, Hugo Boss has decided to redesign the logo of "Boss", the Group's main brand, and signs that From now on it will have a new, more up-to-date and contemporary image, which will be accompanied by the implementation of a 360-degree change in the brand, which will be taken to all points, physical and digital, where it enters into consumer contact.
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As part of this relaunch, the “Be Your Own Boss” campaign has just been launched for the Spring/Summer 2022 season. A global advertising campaign, in which the new cast of brand ambassadors, integrated by characters as well known as the super models Kendall Jenner, Hailey Bieber and Joan Smalls, the American repairman Future, the South Korean singer and actor Lee Min Ho, the British boxer Anthony Joshua, the German runner Alicia Schmidt, the Italian tennis player Matteo Berrettini and the Khaby Lame viral tiktoker. Who, following the example of Berrettini, after debuting on the catwalks participating in the Boss show during Milan Fashion Week last September 2021, within the framework of the presentation of the second collection capsule "Boss x Russell Athletic", has signed a long-term collaboration agreement with the firm. An association with which Boss has come to respond to the tremendous impact generated by Lame's participation in that event, strengthening its ties with the popular tiktoker, named brand ambassador of a Boss together with which he will participate in the design of up to two capsule collections.
“We are absolutely thrilled with this incredible cast of Boss,” adds Grieder in this regard. "The talents and personalities of the campaign perfectly embody what a 'Boss' represents in today's world", being in the fact of "delving into the most personal, emotional and reflective aspects" of what this implies, what "It will help us connect in a more concrete and tangible way with millennials."
Going viral with “Hugo”, based on challenges and exclusive content
As regards the firm “Hugo”, it has also started to display a new logo, for the first time since the 1990s. the 90s. A name that is now shown with a more daring typography, in line with the contemporary, more expressive and impressive image of its collections, and whose implementation comes in its case followed by the launch of the global campaign "How Do You Hugo”.
Photographed, like Boss's, by renowned fashion photographer Mikale Jansson in different corners of the world, the campaign comes in this case featuring brand ambassadors Hugo, South Sudanese supermodel Adut Akech, rappers Big Matthew and Saint Jhn and the American dancer Maddie Ziegler. Protagonists in this way of a 360-degree global campaign of a “phygital” cut, under whose umbrella they have gone on to photograph, for the first time together, Akech and Saint Jhn, a couple in real life, as part of a series of actions which will be completed with the implementation of different physical and digital actions, among which we will find everything from promotional events, to billboards on streets, buses and other means of public transport, the construction of murals or the launch of different immersive content, such as interviews, photos and video, specifically designed for social networks such as Douyin and TikTok. This is a platform for which, continuing with the crossroads between the worlds of dance and music on which the campaign is based, Big Matthew and the tiktoker Vik White have choreographed a "How Do You Hugo" dance that will seek to go viral challenge mode, boosting its dissemination by the hand of 60 content creators on TikTok.
“Today, more than ever, it is important to follow your own path, and this principle is the basis of the Hugo brand platform”, adds Grieder; in relation to this new twist with which Hugo is being sought. A brand, he adds, specifically designed to accommodate the needs and concerns of "young, unconventional and progressive people who live life in their own way".
