Hugo Boss brand ambassadors including Kendall Jenner, Anthony Joshua, Matteo Berrettini, Hailey Bieber, Joan Smalls, Future, Khaby Lame, and Lee Min-ho, star in the new Be Your Own BOSS campaign, 'as part of a larger brand refresh for both Hugo and Boss'.
The campaign introduces a new Boss logo after 50 years, and features the personalities sporting hoodies emblazoned with the new branding.