Hugo Boss has unveiled a new part of the Be Your Own Boss advertising campaign. The shoot marks one year since the launch of a revamped commercial strategy that also includes a screening in Miami. The show will take place on March 15 in the watch now, buy now format. WWD writes about it.
The latest celebrity to join the Hugo Boss campaign is Gigi Hadid. The CEO of the brand, Daniel Grieder, noted that the purpose of the model truly reflects the values of the brand. Hadid started working when she was very young and at the age of 16 she signed a contract with a major agency.
The new campaign also features Naomi Campbell, Colombian singer Maluma, South Korean actor Lee Min Ho and Italian tennis player Matteo Berrettini. All project participants will talk about the obstacles they overcome and the decisions they make.
“They clearly represent the fact that bosses are not born, they are made,” the company said in a statement.
Previously, Gigi Hadid launched the Guest in Residence winter collection. It included balaclavas, sweaters, and cardigans. We talk about it in more detail here.