“Be Your Own Boss”.
Thursday, January 27, Hugo Boss offers a makeover with an international campaign relayed in the press, on television and on social networks.
The German label has surrounded itself with a vast stable of stars and influencers, from supermodels Kendall Jenner and Hailey Bieber to tiktokeur Khaby Lame via rapper Future.
What boast the new logo, the new slogan ("Be your own boss") and the new definition of Boss.
“The boss today is no longer the boss, but someone who represents something and does good,
summarizes Daniel Grieder, the group's new general manager.
Anyone can become one.
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