The brand reveals an all-star cast tapped as the collective faces of the BOSS Spring 2022 ‘Be Your Own BOSS’ campaign, shot by acclaimed fashion photographer Mikael Jansson.

The ‘Be Your Own BOSS’ campaign features top models Kendall Jenner, Hailey Bieber, and Joan Smalls, world-famous American rapper Future, international TikTok star Khaby Lame, South Korean singer and actor Lee Min-ho, British professional boxer Anthony Joshua, Italian tennis champion Matteo Berrettini, and German runner Alica Schmidt.

“We are absolutely thrilled by this amazing cast for BOSS. The talents and personalities of the campaign perfectly embody what a boss stands for today. Delving into the more personal, emotive, and thoughtful aspects of being a boss in today’s world helps us connect in a more concrete and tangible way to millennials,” Daniel Grieder elaborates.

Hugo Boss launches two simultaneous star-studded global campaigns for its brands BOSS and HUGO. 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.

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.