ABOUT THE CAMPAIGN

In January 2022, HUGO BOSS successfully kicked off its brand refresh, following its new growth strategy, with the simultaneous launch of the two star-studded global campaigns for its brands BOSS and HUGO.

Boss is now aimed firmly at the millennials, aged 25-40, while Hugo targets Gen Z, aged under 25. 

Together, the two global campaigns gained a coverage of 1.9 billion impressions and 75 million engagements across social media in 1 day – a record-breaking result for the company.

In the course of the first day, the brand’s followership on the account increased by 30%. 

In addition, the relaunch made a significant impact for the online flagship store hugoboss.com which greatly benefited from the success of the campaigns. Global internet traffic for hugoboss.com more than doubled, reaching a record level, and the signature BOSS hoodie nearly sold out and was the bestselling single style in the history of the company.

The #BeYourOwnBoss global campaign rolled out on Instagram featuring top models Kendall Jenner, Hailey Bieber, and Joan Smalls, rapper Future, TikTok star Khaby Lame, singer and actor Lee Minho, professional boxer Anthony Joshua, tennis champion Matteo Berrettini, and runner Alica Schmidt. Out of the cast, Lee Minho turned out to be the most beloved talent in terms of engagement on social media globally.

(Source: HUGO BOSS Corporate Press Release)