#HUGOBOSS

BOSS ANNOUNCES NEW PODCAST SERIES: BEHIND THE BOSS

BOSS celebrates those who chase their dreams with courage and conviction to define their own path. This bold attitude, widely championed in the latest campaign, defines the BOSS brand and will be the center of a new podcast series called Behind the BOSS. Diving into the lives of extraordinary artists, creators, and athletes, each of the episodes will uncover what drove each guest to become the boss they are today. The episodes will explore the turning points in their journeys

WELCOME TO OUR HOUSE: HUGO KICKS OFF THE MUSIC FESTIVAL SEASON IN PALM SPRINGS

On the weekend of April 15-17, HUGO hosted a series of branded events in Palm Springs, getting the HUGO House, a creative hub for TikTokers and talents, and the exclusive HUGO x Soho Desert House, a pop up by Soho House, on the radar of millions of festivalgoers. The brand transformed a boutique hotel in downtown Palm Springs into the HUGO House, a content space featuring the brand’s iconic color codes of red, black, and white - complete with light installations, a denim walk

SAVING A LITTLE WATER GOES A LONG WAY: THE LESS WATER INITIATIVES FROM BOSS AND HUGO FOR SS2022

For many seasons, BOSS and HUGO have highlighted the importance of designing pieces that are not only sophisticated and innovative, but that align with both brands goals to do their parts to protect the planet for generations to come. As part of the two brands’ continued journey towards a more sustainable future, this Spring/Summer 2022, BOSS and HUGO introduce their Less Water initiatives. Comprised of over 40 versatile styles from casualwear to formal attire, these pieces h

BOSS launches capsule inspired by Muhammad Ali

Confidence, dedication, respect: BOSS launches a capsule collection inspired by Muhammad Ali as part of its BOSS legends Series BOSS introduces a unique capsule that brings to life the attitude that the brand shares with the greatest of all time, Muhammad Ali – the desire to conquer fears, believe in your abilities, and be your own BOSS. Inspired by icons, past and present, BOSS is planning further capsules over the coming months as part of its "BOSS Legends" series. Each col

HUGO BOSS RESTRUCTURES CREATIVE LEADERSHIP TEAM

After the successful introduction of the new BOSS and HUGO brand identity, and the launch of the new collections and brand codes in January, HUGO BOSS is rebuilding its creative leadership team. Ingo Wilts, Chief Brand Officer of HUGO BOSS AG, will step down from the Executive Board for personal reasons, effective February 28. Wilts has been a member of the Board since 2016, and was most recently responsible for the overall creative direction of the collections including runw

From the mountains to the desert: BOSS heads to Dubai

Following the launch of a record-breaking all-star campaign, BOSS will debut a see now, buy now collection at a spectacular event in Dubai on 10 February 2022. BOSS has had a big start to 2022, with an unforgettable unveiling of its brand logo at the Hahnenkamm Races and Matteo Berrettini’s formidable performance at the Australian Open. To keep the momentum of its brand refresh going, BOSS is heading to the UAE for its latest celebration. The event, which will offer unparalle

BOSS AND HUGO BREAK RECORDS WITH NEW CAMPAIGN LAUNCH ALMOST TWO BILLION IMPRESSIONS IN ONE DAY

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 on January 26. 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. The #BeYourOwnBOSS global campaign features top models Kendall Jenner, Hailey Bieber, and Joan Sma

BOSS RECLAIMS THE SLOPES AS THE OFFICIAL PARTNER OF THE HAHNENKAMM RACES, STARTING FRIDAY

BOSS is proud to be the Official Partner of the legendary Hahnenkamm Races in Kitzbühel, Austria, taking place January 21 – 23, 2022. With this partnership, the German fashion brand celebrates its return to skiing sponsorships and support for winter sports after a long break. This year’s race marks not only the start of a four-year partnership but also the introduction of the new BOSS logo with a notably bolder graphic typeface conveying a contemporary look and impactful visu

PRESENTING HUGO’S HOLIDAY CAMPAIGN: REBOOT THE NIGHT

HUGO is all set to celebrate the upcoming holiday season with a new campaign titled Reboot the Night. Starring a cast of diverse characters strong in their self—expression and ready to take back the night, the campaign goes from URL to IRL, bringing the joy of connection and togetherness to life during the celebratory season. The campaign follows the group as they plan and gather for a casuaI night together, captured in cinematic style at each other’s apartments and crossing

UNWRAP THE HOLIDAYS WITH BOSS & CHRIS HEMSWORTH

Introducing the new festive campaign that celebrates the joy of giving with the Hollywood star This is a season like no other. BOSS unwraps the holidays to spotlight the special moments of joy and excitement when giving and receiving gifts. To start the celebrations, Hollywood superstar Chris Hemsworth takes a leading role, which sees the actor unwrapping, unboxing, and untying a selection of gifts — both big and smaII, classic, and very much unexpected. A conveyor belt of

BOSS and NBA LAUNCH SECOND co-branded CAPSULE collection

BOSS is excited to announce the launch of their second co-branded capsule collection with the NBA, following the success of the first season which launched earlier this Spring. The Fall/Winter 2021 co-branded collection focuses on the merging of iconic NBA team logos with signature BOSS lettering. The new graphics are seen across 11 styles, including hoodies, t-shirts, sweatshirts, joggers, jackets and more. The logos of the Boston Celtics and Dallas Mavericks join last seaso

Henry Golding in BOSS

HUGO BOSS is pleased to announce that actor Henry Golding wore BOSS to the “Experience the Grandest of Feelings” event that took place at Fairmont Hotels & Resorts, New York. Golding wore a dark blue BOSS suit combined with a purple turtleneck from the current Fall/Winter 2021 collection. #HUGOBOSS

BOSS x Russell Athletic Pre-Spring 2022

The world of baseball inspires the latest collection of bold casualwear and modern tailoring from the two iconic brands Following on from the hugely successful inaugural capsule earlier this year, the BOSS x Russell Athletic Pre-Spring 2022 collection celebrates the collective spirit of team sports and the buzz of baseball, through the DNA of the two brands. Shot by photographer Andrew Jacobs and directed by Matthew Dillon Cohen in NYC, the home of baseball, the campaign capt

Irina Shayk in BOSS

HUGOBOSS is pleased to announce that Irina Shayk wore BOSS during New York Fashion week at Tavern on the Green. Shayk wore a dark blue BOSS tracksuit with silver details, from the current Spring/Summer collection 2021 runway retail capsule collection. #HUGOBOSS #IrinaShayk

Celebrities dressed in BOSS & HUGO

HUGO BOSS is pleased to announce that film producer Mohammed Al Turki wore BOSS to the premier of “Dunes”, during the 78th Venice International Film Festival in Venice, Italy. He wore a dark blue velvet BOSS tuxedo, combined with a black shirt from the current Pre-spring 2022 collection. Additionally, the 2021 GQ Men of the Year Awards in association with BOSS took place on the evening of Wednesday, 1 September 2021 in the Turbine Hall of the Tate Modern in London, UK. The fo

An eye on the future: BOSS reveals new RESPONSIBLE styles in the Fall/Winter 2021 campaign

BOSS underlines its commitment to a more sustainable fashion industry with a new campaign that showcases the brand’s RESPONSIBLE styles for Fall/Winter 2021. Denim, sharply cut tailoring, cozy knits, and a wide range of outerwear, all crafted from more sustainable fabrics including organic cotton, traceable wool, and cellulosic fibers from responsibly managed forests, are among the highlights of the new season, presented in an understated color palette of modern neutrals. Ano

Chris Hemsworth for BOSS FW21

New-season style inspiration lacking so far? Allow Chris Hemsworth to present a masterclass in cool and casual looks as we make the transition into fall. The Hollywood actor, fitness entrepreneur, and family man - who can now add global ambassador for BOSS to the list - showcases laidback pieces from the brand’s Fall/Winter 2021 collection in a new campaign. Revealed earlier this year as the new global face of BOSS, Hemsworth showcases the art of effortless layering in his se

Bolder than ever: HUGO reveals new logo designs for Fall/Winter 2021

With the logomania trend showing no sign of slowing down, this season marks the latest chapter in the HUGO Icons story. The free-spirited fashion brand demonstrates its ongoing evolution with a selection of maximalist styles for all genders. Bold graphic treatments and IG-worthy prints feature throughout: a new “echo” logo; handwritten motifs in HUGO red; and the brand’s iconic manifesto, declaring defiance towards the status quo. The line-up of essentials features attention-

PORSCHE X BOSS FALL/WINTER 2021 CAPSULE COLLECTION

Back for the sixth season of the successful collaboration, Porsche and BOSS reveal the Fall/Winter 2021 menswear collection, combining the passion for highest product quality and design that both brands are known for. As Porsche brings modern luxury and power to sportscars, BOSS adds its tailoring expertise and sophistication to relaxed pieces. Combined, they create a look that’s precise, controlled, and confident. This season, innovation comes to the forefront, as the latest

Free your body, mind, and soul: introducing HUGO Active

This season marks HUGO‘s first foray into activewear. Like its main collection, this capsule is equally bold, embodying HUGO’s unconventional spirit in each piece. Created to live life your way every day, HUGO Active offers a range of styles for almost every kind of activity. Think sporty essentials like track pants and super-stretch leggings with coordinating tanks and crop tops, as well as lightweight hooded jackets. Statement fashion pieces like water repellent puffers wit