Fresh off the release of the BOSS advertisements, HUGO by Hugo Boss unveils its spring-summer 2022 campaign. Lensed by Mikael Jansson, images feature dancer and actress Maddie Ziegler, model Adut Akech, and rapper SAINt JHN. This marks the first time Akech and SAINt JHN have appeared in a campaign together as a real-life couple. 2022 also represents a brand makeover for the brand and introduces HUGO’s first logo update since the 1990s.
HUGO Spring/Summer 2022 Campaign
Photographed against a red backdrop, the cast wears casual essentials, including denim, underwear, and logo tees. They show off their moves in still images and video. It uses the slogan of #HowDoYouHUGO to represent a new era. In a short film, talent dances to the tunes of ‘Body Movin’ by BM, who also appears in the advertisements.
Aside from the global campaign imagery, various social-first content layers related to the worlds of dance and music have been created in the form of behind-the-scenes, interviews, and TikTok challenges. As part of the company’s CLAIM 5 growth strategy, BOSS and HUGO adopt a new, modern brand identity aimed towards a younger, worldwide audience. The collection design, retail concepts, and omnichannel brand experience will all be more playful and relaxed while still adhering to the brand’s dress codes.
“Today, more than ever, it is important to go your own way, and this principle is the foundation of the HUGO brand platform. HUGO is a brand for young, unconventional, and progressive people who live life on their own terms.”Daniel Grieder, CEO HUGO BOSS AG