HUGO BOSS is in the midst of a branding refresh. Their new collection for Fall/Winter 2022 emphasises self-expression and identification. The brand introduced musicians Big Matthew and SAINt JHN as ambassadors in January. Now, Selah Marley joins the team of creatives and the three form a new face for the German brand.
In the mid 20th century, HUGO BOSS found initial success producing uniforms. Since then, they have pivoted to luxury clothing. Now, under HUGO, they are targeting a younger generation. They have begun to partner with content creators on popular social media apps among youth like TikTok and Instagram through videos that use the hashtag #Hugoyourway. HUGO has prioritised its denim lines, and further expands this section in their Fall/Winter 2022 line. Hugo has also unveiled a new monogram, which can be found across their wide range of accessories. The brand’s signature red, white and black are hyper saturated in this new collection.
