#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.

“Production is a product”

From technical textiles and AI-driven robotics to the limitations of textile circularity: Professor Dr Thomas Gries looks back on more than two decades of development at ITA Aachen. In the interview, he explains why production technology remains a decisive success factor, discusses international collaborations and innovation ecosystems, and shares his views on the transformation of production landscapes and the challenges facing an increasingly regulated industry.

“We need to move away from the price trap and return to a value-driven mindset.”

With its new Textile Innovation Center, KARL MAYER is sending a strong signal for innovation, collaboration, and the future of textile applications. In this interview, Karl Josef Mayer discusses new opportunities in warp knitting, the processing of staple fibres, recycling, the changing role of machinery manufacturers, and why the textile industry must once again focus more strongly on the value of textiles. by Oliver Schmidt

“Innovation, resilience and international experience remain the great strengths of the Swiss textile machinery industry”

Geopolitical uncertainty, growing competitive pressure from China, new free trade agreements and the shift towards a circular economy are currently reshaping the global textile industry. In this interview, Cornelia Buchwalder discusses the current mood within the Swiss textile machinery sector, the industry’s distinctive innovative strength, new market opportunities in India and Asia, and the technological trends that could shape the upcoming trade fair cycle leading up to ITMA 2027.

Recover™ secures multi-year recycled cotton agreement with H&M

Recover™ has signed a multi-year agreement with H&M to support the integration of its recycled cotton fiber, RCotton, for use in H&M’s products. Since early 2024, H&M and Recover™ have collaborated on product development, which now enables scaled commercial introduction of Recover™ mechanically recycled cotton into H&M’s collections.

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.

2026 general meeting of the Friends and Supporters of RWTH Aachen at ITA

The Friends and Supporters of RWTH Aachen e. V. (proRWTH) looked back on a successful year of support at their 2026 general meeting. The meeting took place at Institut für Textiltechnik (ITA) of RWTH Aachen and was combined with a joint session of the Executive Board and the Administrative Board. Before the general meeting began, participants were given a guided tour of ITA, providing them with fascinating insights into current research and development topics in textile engineering.

Cotton ConneXions Insight to Impact brings supply chain leaders together around cotton innovation

Cotton Incorporated’s Cotton ConneXions Insight to Impact brought together more than 300 industry leaders from 140 companies across 10 countries, including more than 45 top global brands and sourcing organizations, underscoring strong global interest in cotton-rich product development, sourcing and supply chain collaboration.

Footwear innovation enabled by warp knitting technology– insights from New Balance

The future of the athletic shoe is increasingly being shaped on warp knitting machines. For KARL MAYER, the footwear industry is one of the most important growth markets – and one of the sectors where innovative textiles can realize their full potential. In his keynote address at the opening of KARL MAYER’s TEXTILE INNOVATION CENTER in Obertshausen in April, Vishnu Prakash Muthusamy, Senior Textile and Materials Engineer at New Balance, explained the opportunities that warp knitting technology opens up for performance, sustainability, and faster development processes, and why textile manufacturers are transitioning from suppliers to development partners.