Hugo Boss unveils supermodel Naomi Campbell in latest campaign

IN CAPTURING what it takes to be your own boss, BOSS introduces Naomi Campbell as the next leading woman for their new, empowering campaign as she joins the roster of fresh-faced, brand ambassadors.

This new set of all-stars take turns in defining what it takes to be your own leader, role model and most importantly, BOSS. Whilst embodying the House’s success, the cast are dressed head-to-toe in the Boss autumn-winter 2022 collection, to portray the brand’s empowerment and determination across the globe.

Naomi Campbell AW22 BOSS
Naomi Campbell in the Boss AW22 Campaign
Hugo Boss BOSS AW22
Alica Schmidt in the Boss AW22 Campaign
Hugo Boss BOSS AW22
Anthony Joshua in the Boss AW22 Campaign

Next to the icon, who will appear here for the very first time, is the most followed TikTok creator in the world, Khaby Lame, Italian tennis player, Matteo Berrettini, German runner, Alica Schmidt, and British boxer, Anthony JoshuaKendall Jenner will also make an appearance alongside, globally renowned American rapper, Future, and South Korean singer and actor, Lee Minho, to round up the impressive party.

Future Hugo Boss BOSS AW22
Future in the Boss AW22 Campaign
Kendall Jenner Future Hugo Boss BOSS AW22
Kendall Jenner in the Boss AW22 Campaign

As 2022 continues, the brand’s pledge for a contemporary attitude in inspiring and encouraging people to be their own BOSS grows. Through this incredibly diverse and talented group of people, the connection to the public is explored on an even deeper level seeing a great response to the House’s wishes.

This campaign has provided the space for meaningful, purposeful, and most of all truthful, storytelling as those involved have succeeded in developing a wonderful connection with the BOSS community. These stars are set to teach how to spark the drive in what it takes to become your own BOSS, and trigger conversations between themselves and fans over social media following the ‘Tag a BOSS’ challenge.

Khaby Lame Hugo Boss AW22
Khaby Lame in the Boss AW22 Campaign
Lee MinHo Hugo Boss AW22
Lee Minho in the Boss AW22 Campaign
Hugo Boss AW22
Matteo Berrettini in the Boss AW22 Campaign

Elements of the campaign will be transformed into digital art and NFTs to further showcase the brand’s connection to its consumers.

by Alicia Tomkinson

GLASS HK WELCOMES YOU

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