A multifaceted cast of celebrities is part of their #BeYourOwnBoss Spring/Summer 2022 makeover campaign. The models Hailey Bieber, Kendall Jenner and Joan Smalls, the South Korean actor and singer Lee Min-ho, the rapper Future and the Italian tennis player Matteo Berrettini are some of those who participate in it.
In addition to appearing in the new campaign, tennis player Matteo Berrettini launched a capsule collection with Hugo Boss that is available from January 17 in all stores.
The brand also unveiled a partnership with TikTok superstar Khaby Lame after he made an exclusive appearance to close his Milan Fashion Week show. in October 2021 and break a record with 4 billion impressions in 4 days. The tiktoker has more than 124 million followers.
Under the command of Daniel Grieder as CEO of Hugo Boss, the renewal of the image and the #BeYourOwnBoss campaign participate in the brand’s growth strategywith which they plan to double their sales by 2025.