Like a BOSS! After 50 years, we have introduced a new logo for BOSS, as part of a true 360-degree rebranding. The new BOSS is bolder, more contemporary, and more impactful. The new aesthetic, centered on a palette of camel, white, and black, is also younger, more global, more playful, and more casual, while still retaining our codes of dressing excellence.

We have brought together an all-star cast, to present the Spring/Summer 2022 #BeYourOwnBOSS campaign. The campaign features top models Kendall Jenner, Hailey Bieber, and Joan Smalls, world-famous American rapper Future, international TikTok star Khaby Lame, South Korean singer and actor Lee Minho, British professional boxer Anthony Joshua, Italian tennis champion Matteo Berrettini, and German runner Alica Schmidt, and has been shot by the acclaimed fashion photographer Mikael Jansson. The social-first campaign also includes podcasts, behind the scenes, stories, and reels.

Are you ready to #BeYourOwnBOSS?

Hailey Bieber

"Being a BOSS has been geared towards men for such a long time and now I like that it’s becoming the opposite and people are really looking at women for making BOSS moves."

Khaby Lame

"I'm slowly becoming my own BOSS by making people laugh, as many people as possible."

Kendall Jenner

"Those two women (Jane Birkin and Audrey Hepburn), just their aura alone, I would love to be anywhere near that kind of an energy."

Matteo Berrettini

"I think it’s all about being truly yourself, being on the right path even when things are not going the right way. Keep fighting, being there because eventually it is going to pay off."

Alica Schmidt

"Sports is simple, you just have to be confident, motivated, dedicated. Always keep pushing and be ready to go that extra mile."

Anthony Joshua

"I like Mike Tyson, he embodied the discipline of a BOSS , which actually made him one of the greatest heavyweights ever. He didn’t wait to get there, he lived it from day one."


"You’ve got to grind every day, what you put in is what you get out. That’s what it means to be your own BOSS."

Further Information

Read our press release

Find more information on our comprehensive branding refresh here.

Our stories, our views!

Meet our colleagues as they talk about what it means for each of them to #BeYourOwnBOSS.

Shop the Collection

As part of our refreshing new look, we are offering a more enjoyable and immersive shopping experience at hugoboss.com, with improved usability and omnichannel services.