Maddie Ziegler, Adut Akech Strike a Pose in HUGO Spring 2022 Campaign

Joanna Elizabeth


Published January 30, 2022

Maddie Ziegler HUGO Spring 2022 Campaign
Maddie Ziegler stars in HUGO spring-summer 2022 campaign. Photo: Mikael Jansson

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.

Related: Maddie Ziegler Poses in NYC for Rag & Bone Fall 2021 Campaign

Adut Akech Boyfriend SAINt JHN HUGO Spring 2022 Campaign
Couple SAINt JHN and Adut Akech pose in HUGO spring-summer 2022 campaign. Photo: Mikael Jansson

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.

Maddie Ziegler HUGO spring 2022 campaign denim underwear
Wearing a denim jacket and underwear set, Maddie Ziegler fronts HUGO spring-summer 2022 campaign. Photo: Mikael Jansson

“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
HUGO spring 2022 campaign Maddie Ziegler blonde hair
Actress and dancer Maddie Ziegler strikes a pose in HUGO spring-summer 2022 campaign. Photo: Mikael Jansson

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