Are you ready to HUGO your own way? As part of our new 360-degree branding refresh, HUGO is now sporting a striking new look for the first time since its last logo facelift in the early 1990s. The new logo retains the iconic HUGO red in combination with white and black for an edgier brand identity that celebrates individuality, innovation, and a youthful spirit.

Its star-studded campaign featuring South Sudanese top model Adut Akech, rappers Big Matthew, SAINt JHN, and American dancer Maddie Ziegler, has been shot by acclaimed fashion photographer Mikael Jansson. The campaign includes a palette of social-first content layered to connect the worlds of dance and music, in the form of behind the scenes, interviews, and a TikTok challenge.


Saint Jhn

"I created my own path by ignoring every other bit of advice that’s ever come my way."

Maddie Ziegler

"Once I started breaking off and doing my own solo dance work, I really found myself."

Big Matthew

"I think it’s really important to try to one up yourself and constantly try to upgrade yourself as a person and as a professional, in whatever field you are in."

Further Information

Read our press release

Find more information on our comprehensive branding refresh here.

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.


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.