Double B, Every Me:
Our Stories

BOSS unveiled the new Double B icon — a motif that embodies the bold spirit of a BOSS who isn’t afraid to make a statement — as part of the Spring/Summer 2024 campaign.

This debut was supported by a multi-pronged digital campaign, which also included an internal activation that encouraged our HUGO BOSS employees to share the different facets of their personalities and how they embrace it to bring out their best BOSS.

The Double B Photobooth

This season, we swapped a studio for a small photobooth, where our employees showcased four different aspects of their personalities that best represent who they are.

In the photobooth, they played around with a selection of the new Double B icon accessories, creatively incorporating them into their poses. Over three days, more than 600 photos were taken. It was, without a doubt, a great success that was received with a lot of enthusiasm by everyone.

We also asked our employees to share their stories, along with their photos, with their networks on LinkedIn — the result was a wave of inspiring posts that took over LinkedIn for several days.

Behind The Scenes

Want to get a feel of the great energy behind this campaign? Then check out the short behind-the-scenes video that takes a look at the photobooth in our headquarters, featuring our BOSS personalities in action.

We want to thank our HUGO BOSS team for sharing these inspiring and insightful stories, and participating in the Double B, Every Me campaign. It’s this mix of amazing personalities what continues to drive our success!



The BOSS journey of self-determination continues this Spring/Summer 2024 with the new motto “the choice is yours.”


Read the Double B press release here.


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