As the brand’s first global ambassador, Hollywood actor Chris Hemsworth fronts the Boss Spring 2021 campaign in casualwear and eased-up tailoring, reflecting his easygoing character and natural sense of style.

“I’ve been a huge Boss fan for a long time, so I’m really happy to now represent the brand’s collections as global ambassador. Our partnership over the past few years has been absolutely brilliant. I’m very excited to be working more closely with the Boss team,” says Chris Hemsworth.

Ingo Wilts, Chief Brand Officer of Hugo Boss, states: “Chris Hemsworth has been with the Boss family since 2017 as the face of our iconic Boss Bottled fragrance, so this was a natural progression. He is part of a generation of people who are looking differently at what success is. This is very relevant for us as a fashion brand and the clothing we create.”

The 360-degree campaign encompasses digital, print and out-of-home advertising, and the brand partnership will also see the launch of a joint BOSS capsule collection with a sustainability focus. With this collection, Hugo Boss underlines its leading role as a sustainable company within the textile industry.