Boss alert
A few weeks ago, Hugo Boss dropped two splashy campaigns as part of its rebranding efforts, one for Boss and one for Hugo . Their logos also got a new, more modern look.
For its Boss brand, the company enlisted a mix of athletes, models and singers to star in that campaign , which they dubbed"Be Your Own Boss." Some of them were also in Dubai desert this week in what was the company's first huge activation since the rebranding began.Berrettini, as well as TikTok megstar Khaby Lame and German runner Alica Schmidt were there to celebrate the brand's video reveal of its see-now-buy-now Boss Spring 2022 collection.
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