BOSS has unveiled a striking new campaign for the Spring/Summer 2022, which introduces a new logo and “A New Era”.
The campaign film, titled “Be Your Own BOSS,” stars Kendall Jenner, Hailey Bieber, and Joan Smalls, rapper Future, TikTok star Khaby Lame, singer and actor Lee Min-ho, boxer Anthony Joshua, tennis champion Matteo Berrettini, and runner Alica Schmidt posing in front of the camera in pieces from the new collection and saying the word “BOSS” while in the background Pray for Me by The Weeknd and Kendrick Lamar plays. The song, included on the soundtrack album of Marvel Studios superhero film “Black Panther”, is available for purchase on Amazon for $1.29.
Among the styles showcased throughout the video are a beige unisex relaxed-fit bomber jacket with logo details (worn by Hailey Bieber), a black slim-fit suit in stretch seersucker fabric (worn by Berrettini), a beige striped relaxed-fit blouse in stretch cotton (worn by Schmidt), and many more.
“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,” Daniel Grieder, CEO HUGO BOSS AG, said in a press statement.