To announce the new brand identity, German fashion company HUGO BOSS has launched a star-studded global campaign for its brand BOSS. After almost 50 years, BOSS has a new logo, along with a 360-degree rebrand, featuring a notably bolder graphic typeface. A part of the company’s CLAIM 5 growth strategy, the brands undertake a new, modern visual identity, with a focus of millennials.
The #BeYourOwnBOSS campaign is captured by by acclaimed fashion photographer Mikael Jansson on the different sets around the world and features a star-studded cast, including 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.
My curse is that in boxing if you follow your A, B & C it will lead you to the K.O. You’ve got to have a mindset of the boss, follow the principles of the boss: work ethics, discipline, helping, teamwork. Follow your A, B, & Cs and then box will lead you to K.O., and then business will lead you to the ultimate boss.
– Anthony Joshua.