HUGO BOSS launches two simultaneous star-studded global campaigns for its brands BOSS and HUGO. The release is the first visual representation of this historic brand refresh. After almost 50 years, HUGO BOSS is introducing a new logo for its core brand, BOSS, along with a true 360-degree rebrand across all consumer touchpoints. The HUGO brand also sports a new look for the first time since its last logo adjustment in the early 1990s. Both new logos feature a notably bolder graphic typeface conveying a contemporary look and impactful visual experience.

In line with the company’s CLAIM 5 growth strategy, both BOSS and HUGO undertake a new, modern brand identity focused on a younger and more global demographic. The entire collection design, store concepts, and omnichannel brand experience will be centered on a more playful and casual aesthetic while staying true to the brand codes of dressing excellence.

“With the branding refresh and the release of the star-studded campaigns, we are ushering in an entirely new era for BOSS and HUGO. It is our aim to excite new and younger target groups and turn them into fans of our brands. Both campaigns are therefore an important step in further boosting brand relevance and in reaching our goal to become a top 100 global brand in the years to come,” states Daniel Grieder, CEO HUGO BOSS AG.

A refreshed and engaging experience for customers will also be unveiled on the hugoboss.com website. With even more imagery, videos, and inspiring content, customers will have the opportunity to dive into the new products, making for a more enjoyable and immersive shopping experience. Improved usability will support the growth of the E-Comm business, and even more digital and omnichannel services will be available throughout 2022.