Powerful Brands

In the fast-paced and ever-changing world of fashion, staying relevant is key. At HUGO BOSS, we are driven by our clear ambition: to become one of the top 100 global brands. 2022 marked a major milestone in this regard. We have given our iconic brands BOSS and HUGO a younger, bolder, and more emotional image than ever before.

Our powerful branding refresh significantly fueled brand heat of BOSS and HUGO in 2022.

Boost
Brands

It all started in January 2022, when we introduced our bold new logos to the world. With a big bang, we launched record-breaking campaigns for BOSS and HUGO – online, with a strong focus on social media, and offline. Both campaigns featured high-profile celebrities as well as new, upcoming faces, all of them fully embodying the powerful messages of #BeYourOwnBOSS and #HUGOYourWay. But we did not stop there: 2022 was packed with exciting events and inspiring collaborations, creating a global buzz and bringing brand power to the next level!

be your own

BOSS
HIGHLIGHTS

#BeYourOwnBOSS

In January and August 2022, BOSS launched star-studded campaigns, resulting in overwhelming momentum on social media.

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BOSS Fashion Show

In September 2022, BOSS revealed its Fall/Winter 2022 collection during a star-studded show at Milan Fashion Week.

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Collaborations

In 2022, BOSS teamed up with many exciting personalities such as athlete Alica Schmidt and tennis star Matteo Berrettini.

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BOSS on the Slopes

In January 2023, BOSS was back on the legendary slopes of Kitzbühel celebrating its exclusive collaboration with skiwear brand Perfect Moment.

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HUGO
HIGHLIGHTS

#HUGOYourWay

In January and August 2022, HUGO launched striking social-first campaigns featuring young stars on the rise.

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The HUGO House

In April 2022, HUGO celebrated the music festival season in Palm Springs, with a creative hub for TikTokers and talents.

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HUGO X MR. BATHING APE^®

In September 2022, HUGO and Mr. Bathing Ape^® launched a limited-edition collection of brand signatures reinterpreted with a streetwear vibe.

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HUGO X IMAGINARY ONES

In October 2022, HUGO entered the Metaverse with a bang! In collaboration with Web 3.0 specialist Imaginary Ones, HUGO successfully launched its first NFT collection that sold out within seconds.

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All our initiatives led to staggering momentum and strong brand awareness in 2022:

Product
is king

Our products are at the heart of everything we do. In 2022, we fully incorporated the bold branding refresh into our brands’ collections, making them truly speaking to consumers with their new “look and feel.” Clear brand codes and design elements make both brands even more recognizable while strengthening their young and confident images. And, most importantly, through our strong and diverse product mix, we fully live up to our promise to dress our customers from head to toe, and for every occasion 24/7.