#Retail & Brands

2022-01-27

HUGO BOSS releases star-studded campaigns for BOSS and HUGO

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.

HUGO BOSS releases star-studded campaigns for BOSS and HUGO as part of its comprehensive brand refresh

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.

BOSS: #BEYOUROWNBOSS CAMPAIGN

BOSS reveals an all-star cast tapped as the collective faces of the Spring/Summer 2022 #BeYourOwnBOSS campaign. The striking social-first campaign, shot by acclaimed fashion photographer Mikael Jansson, was captured on sets around the globe.

In tandem, BOSS announces a strategic partnership with TikTok superstar Khaby Lame. After a record-shattering Milan Fashion Week event bringing in 4 billion impressions in just 4 days, where BOSS cast Lame for his fashion runway debut, an ambassadorship was formed to include two co-designed capsule collections.

The #BeYourOwnBOSS 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 Minho, British professional boxer Anthony Joshua, Italian tennis champion Matteo Berrettini, and German runner Alica Schmidt.

In addition to the global campaign, a dedicated broad spectrum of engaging social-first content has been created in the form of podcasts, behind the scenes, stories, and reels. The campaign will be activated worldwide across all consumer touchpoints, leading with social as well as major out-of-home advertising going live in 35 metropolises worldwide.

On the launch date of the campaign set for January 26th, an impressive digital activation of 200 talents, including the luminary cast members, will post their personal BOSS stories on Instagram, Weibo, Red, and WeChat with images of themselves wearing the signature BOSS hoodie.

“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.

Responsible Textile Recovery Act of 2024 signed by Governor

Senator Josh Newman (D-Fullerton) is proud to announce that Senate Bill 707 (SB 707), the Responsible Textile Recovery Act of 2024, has been signed into law by the Governor of California, Gavin Newsom. This groundbreaking legislation establishes the country’s first Extended Producer Responsibility (EPR) textile recycling program, marking a significant step forward in the state’s efforts to combat waste and promote sustainability.

Modtissimo promotes sustainability with 28 coordinates in the Green Circle

Modtissimo is proving more and more to be a textile and clothing show that delivers the latest innovations in the area of sustainability, with the iTechStyle Green Circle being the main showcase for companies' creations. In this 60+4 edition, taking place on 12 and 13 September, 28 coordinates will be exhibited in a section organised by CITEVE and curated by Paulo Gomes.

The EU and Egypt team up to mobilise private sector investments at Investment Conference and sign a Memorandum of Understanding underpinning €1 billion in macro-financial assistance for Egypt

At the EU-Egypt Investment Conference, co-organised by the EU and the Government of Egypt on 29-30 June, the EU and Egypt are teaming up to intensify private sector investments in Egypt. They are also signing a Memorandum of Understanding (MoU) for the disbursement to Egypt of up to €1 billion in Macro-Financial Assistance.

GORE-TEX® KIDSWEAR launches innovative membership scheme for kids’ jackets

With its revolutionary new membership model, GORE-TEX® Kidswear now offers families a simple, flexible and sustainable way of kitting out their children in top-quality jackets. It is aimed at the parents of children aged between five and ten and kicks off with a choice of functional winter jackets.

BCI warns against ‘dangerous dilution’ of EU corporate directives

The approval of the European Commission’s Omnibus I proposal by the European Parliament’s Committee on Legal Affairs, accepting controversial changes to key sustainability directives is of great concern. These changes, namely to the Corporate Sustainability Reporting Directive (CSRD) and the Corporate Sustainability Due Diligence Directive (CSDDD), threaten to significantly dilute business reporting and due diligence obligations.

Pioneering open-source framework shows how early innovation drives a just and net-zero fashion future

The non-profit H&M Foundation, in collaboration with Accenture, has unveiled From Signals to Systems Change, an insight report calling on the fashion industry to rethink its role in transformation. At its core is the Reimagined System Map, a pioneering open-source framework that visualises how early-stage innovation could drive a just and net-zero textile future.

Groz-Beckert showcases textile innovation at ITMA Asia + CITME 2025 in Singapore

From October 28 to 31, 2025, the global textile industry will gather at ITMA Asia + CITME at the Singapore Expo, where Groz-Beckert will present its latest highlights and innovations across its six product areas – Knitting, Weaving, Nonwovens, Tufting, Sewing, and Spinning – at Hall 5, Booth B301.