How Kendall Jenner, Hailey Bieber & More Are Helping Hugo Boss Own Social Media Today

Kendall Jenner, Hailey Bieber, and Joan Smalls join rapper Future in Hugo Boss’ newest campaign for its rebranded label, “Boss.” 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 round out the all-star cast tapped to front the spring/summer 2022 #BeYourOwnBOSS campaign, shot by fashion photographer Mikael Jansson. According to Hugo Boss, the “Boss” campaign is the first visual representation of its “historic brand refresh.” After almost 50 years, the German brand is introducing a new logo for its core brand, “Boss,” along with a “360-degree rebrand across all consumer touchpoints” for the label. Hailey Bieber stars in the new #BeYourOwnBOSS campaign. CREDIT: Courtesy of Hugo Boss At the same time, the “Hugo” brand also got the rebranded treatment with 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 aimed at conveying a contemporary look and impactful visual experience, according to Hugo Boss. The new #HowDoYouHUGO campaign, also shot by Jansson, stars South Sudanese top model Adut Akech, rappers Big Matthew, SAINt JHN, and American dancer Maddie Ziegler. The company also noted that both

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