Empowerment, Determination and Self-Expression Mark HUGO and BOSS Fall Campaigns

The newly-formed brands tap even more influential stars to face their latest campaigns.

Following their split into two separate brands earlier this year, HUGO and BOSS have released their Fall/Winter 2022 campaigns. With distinct branding, different targets, and separate campaign cast membes, BOSS and HUGO are each carving their places in the fashion zeitgeist.

Kendall Jenner for BOSS.

For Fall/Winter 2022, BOSS is continuing to emphasize strength, power, and success though the “be your own BOSS” lens. Building upon its deep roster of talent (Kendall Jenner, Future, and Lee Min-ho), BOSS added five more influential and powerful people to serve as faces of the brand.

Naomi Campbell for BOSS.
Alica Schmidt for BOSS.

TikTok creator Khaby Lame, Italian tennis player Matteo Berrettini, German runner Alica Schmidt, and British boxer Anthony Joshua have all joined forces to share their stories and inspire the BOSS community. They are joined by the original BOSS lineup, each of whom have co-designed capsule collections and have developed strategic partnerships with the brand. They are also joined by iconic supermodel Naomi Campbell.

Khaby Lame for BOSS.

In the campaign, the cast finds themselves within one of three rooms, painted in the brand code colors of black, white, and camel. The rooms signify the saying that when one door closes, another opens, perpetuating the idea that these is no singular path to becoming your own BOSS, building upon the brand’s momentum from the original campaign and the brand refresh.

Big Matthew for HUGO.

HUGO, which is now more trend-focused than BOSS, is also expanding upon the momentum from the brand refresh, focusing on self-expression and personal freedom through the #HUGOYourWay tagline. The brand already teamed up with rappers Big Matthew and SAINt JHN, and joining them in the rebellious, barrier-breaking Fall/Winter 2022 campaign is Model and Singer Selah Marley.

Selah Marley for HUGO.

Though TikTok and Instagram partnerships, HUGO is continuing to connect with younger audiences. As such, the new campaign is digital-first as they try to further push though to younger customers. With a focus on well-made denim and funky brand core colors and red, white, and black, HUGO is tailoring their fashions to their new market.

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