Hugo Boss as we knew it is no more: they’ve officially announced their rebrand with two star-studded campaigns. After 50 years of operation, the German brand is splitting into two distinct brands: HUGO and BOSS, both aimed towards younger demographics as the brand hopes to rid itself of its “dusty” (their word) image. 

BOSS will remain the core brand, despite a 360-degree refresh of all consumer aspects, including a new logo. HUGO will also get a more contemporary logo for the first time since the 1990s. “With the branding refresh and the release of the star-studded campaigns, we are ushering in an entirely new era for BOSS and HUGO,” CEO Daniel Grieder said in a statement.  

BOSS’s Spring Summer 2022 #BeYourOwnBOSS campaign fully situates them in the millennial market. The new line is slightly more accessible in terms of price, and focuses on streetwear and modern tailoring. Shot by Mikael Jansson, the campaign features big names like Kendall Jenner, Hailey Bieber, Joan Smalls, and Future. Other celebrities on the campaign include South Korean singer and actor Lee Min-ho, German runner Alica Schmidt, British boxer Anthony Joshua, and Italian tennis player Matteo Berrettini.  

BOSS also announced a multi-year strategic partnership with TikTok star Khaby Lame (presumably for the younger millennials), which comes days after he made his runway debut with the brand at Milan Fashion Week. The Senegalese-born TikToker has over 130 million followers on the app.  

“We are absolutely thrilled by this amazing cast for BOSS. The talents and personalities of the campaign perfectly embody what a boss stands for today,” says Grieder. “Delving into the more personal, emotive, and thoughtful aspects of being a boss in today’s world helps us connect in a more concrete and tangible way to millennials.”  

As for HUGO, the #HowDoYouHUGO campaign is aimed squarely at Gen Z. Also shot by Mikael Jansson, the campaign brings together real-life couple Adut Akech and SAINt JHN for their first campaign together. It also features Gen Z darling Maddie Ziegler, as well as rapper Big Matthew. The line is more sport-focused, and is targeted towards Gen Z’s coolest. 

“HUGO is a brand for young, unconventional, and progressive people who live life on their own terms,” says Grieder. The campaign will focus on social platforms and guerrilla marketing to reach young people.  

The rebrand is born out of Hugo Boss’s CLAIM 5 growth strategy, aimed to help take the brand to new heights with a playful,  contemporary brand identity focused on a younger and more global demographic. 

Watch the BOSS campaign video here.