“Bosses Aren't Born, They're Made”, and with that powerful sentence, Hugo Boss launches a new campaign with celebrities and influencers from all the world.
The campaign is centered around the idea of working your way through life, and achieving “Boss” status. It focuses on the concept of drive, ambitions, and most importantly hard work.
The coolest thing about this campaign is the roster of celebrities and A-listers that the luxury brand has partnered with.
Tapping into the MENA region, Boss features names like model and activist, Jessica Kahawaty, influencer and entrepreneur Karen Wazen, host and entrepreneur Anas Bukhash, Olympian and activist Yusra Mardini, and more.
In the campaign, you can see each of the personalities with a close up photo of themselves in the present day donning items from Boss which were either sweaters or blazer, while holding in their hands a photo from their much younger selves.
This contrast depicts the journey of each of the celebrities, and how it has impacted their fame and impact on the world today. It also serves as a reminder for anyone who is currently struggling to find their way, that there is a recognition waiting at the end of the road – because with hard work, you can be made into a Boss.
Gigi Hadid graces the social media pages of boss with descriptions attributing her hard work and career, “Award-winning, celebrated supermodel. Whether she’s in front of or behind the camera, #GigiHadid has been an active player in the fashion industry. An established creative, she’s graced the cover of countless magazines and photographed numerous campaigns.”
The campaign also employed famous sayings utilized by some of these celebrities such as this descriptions for Paris Hilton, “Entrepreneurial drive? That’s BOSS. #ParisHilton knows it’s not the simple life that gets you there.”
Another A-lister to join the ranks of this Boss campaign was none other than Demi Lovato: “Singer, actor, and overall activist. Ground-breaking entertainer #DemiLovato has worked up through the ranks since they were just a kid.”
Other features celebrities include Italian tennis player, Matteo Berrettini, South Korean actor, model, and entrepreneur, Lee Min-ho, and supermodel and activist, Naomi Campbell.
