Hugo Boss’ flagship line is launching its Spring/Summer 2023 collection with a “see now, buy now” show in Miami on March 15, following the success of last year’s Dubai desert show. The event will attract press, influencers, industry professionals, and celebrities to create new content for the brand’s social media channels and promote it through a major digital campaign.
The BOSS Spring/Summer 2023 campaign features new ambassadors Colombian singer Maluma and top model Gigi Hadid, joining established ambassadors legendary British supermodel Naomi Campbell, South Korean actor Lee Min-Ho and Italian tennis player Matteo Berrettini. The ads, shot by Mikael Jansson, show the celebrities holding childhood photos to showcase the slogan “Be Your Own Boss” and their journey to success.
Hugo Boss has recently rejuvenated its image and boosted sales through partnerships and marketing initiatives. The brand aims to reach a wider audience through its celebrity ambassadors and social media. The collections feature chic and laid-back styles with signature black, white, and beige hues.
The brand is supported by multiple communication channels, including social media activations, and customers can participate through a dedicated Instagram filter. Social media images of stars like Demi Lovato, Christina Ricci, Stella Maxwell and Candice Swanepoel wearing BOSS sweatshirts are also part of the campaign.