Matteo Berrettini for BOSS #BeYourOwnBOSS | SENATUS

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Matteo Berrettini for BOSS #BeYourOwnBOSS

2 February 2023

After 50 years, Hugo Boss has 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.

BOSS has brought together an all-star cast, to present its #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.

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