Hugo Boss goes for a brand refresh with its BOSS spring-summer 2022 campaign called #BEYOUROWNBOSS.

The advertisements showcase models Kendall Jenner, Joan Smalls, Hailey Bieber and German runner Alica Schmidt. Photographer Mikael Jansson captures a series of dynamic studio images with the cast. Branded jackets, hoodies and knits stand out for the colour and black and white portraits.


After almost 50 years, BOSS gets a new logo featuring a bolder typeface. In addition to a logo makeover, the brand’s website will also get an update with more pictures, videos, and motivating content, providing for a more immersive purchasing experience.

An extensive range of compelling social-first material, including podcasts, behind the scenes, stories, and vignettes, has been generated. The campaign will be launched globally across all consumer touchpoints, including big social and out-of-home advertising in 35 cities.


“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. 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,” shares Daniel Grieder, CEO HUGO BOSS AG.

“Bold faces, bolder personality: it’s a new era for BOSS. We find inspiration in those who chase their dreams with courage and conviction, in those who define their own path, and in those with an unstoppable zest for life. Every one of us is the author of our own stories – how you tell it is up to you. So we say: BE YOUR OWN BOSS.”


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