Boss unveils new ad campaign, announces Miami show in March

Boss unveils new ad campaign, announces Miami show in March

Translated by

Nicola Mira


Jan 26, 2023

Boss is doing it again. The flagship line of German fashion group Hugo Boss will unveil its new collection, for Spring/Summer 2023, with a ‘see now, buy now’ special show in Miami on March 15, replicating the impact of the Dubai desert show last year. Yet another opportunity for the label to invite the press, influencers, industry talents and international celebrities to create fresh content and continue to feed its social media channels, amplifying their efforts by means of “a major digital campaign.”

Gigi Hadid, the face of Boss’s new ad campaign – Boss

At the same time, Boss has unveiled its advertising campaign for Spring/Summer 2023. The label has enlisted two new celebrities, Colombian pop singer Maluma and US supermodel Gigi Hadid, who are joining the ranks of the label’s other high-profile brand ambassadors, British model Naomi Campbell, South Korean actor Lee Minho and Italian tennis pro Matteo Berrettini.
The campaign was lensed by Swedish photographer Mikael Jansson, who pictured the label’s celebrity ambassadors holding in their hands a photo of them as children. The aim is to illustrate Boss’s slogan “Be Your Own Boss”, by telling the story of “the extraordinary path to a life of success” travelled by the celebrities featured in the campaign.

Over the past year, Hugo Boss has repositioned its brands by rejuvenating their image and staging a plethora of marketing initiatives, like the recent partnership with the Hahnenkamm ski races in Kitzbühel. The German group, keen to boost the relevance of its two brands, Hugo and Boss, is now relying on communicating directly with as large an audience as possible via young celebrities and Instagrammers, a way to reach and expand its community of followers.

Pop singer Maluma – Boss

Judging by the group’s growing sales, the strategy is paying off. Thanks also to its coherence with the Boss collections presented in the new campaign, whose products are both chic and laid-back, infused with an urban, active mood. The palette once again features Boss’s signature hues, black, white and beige.  

As Boss said in a press release, “the initiative will be supported synergically by multiple communication channels, including social media activations and large-scale advertising campaigns,” while customers will be invited to participate “using a dedicated Instagram filter.”

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