Annual Report 2023

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HELLO Brands

At HUGO BOSS, it is our clear ambition to become one of the top 100 global brands. To achieve this, we pour all our passion into driving brand relevance for BOSS and HUGO with compelling marketing and product initiatives. The incorporation of innovation, technology, and sustainability remains key here – be it in our bold brand campaigns, thrilling fashion events, or high-impact collaborations.


Leveraging the power of innovation plays a key role for HUGO BOSS. By creating memorable brand experiences, we maximize our impact and encourage consumers to engage more deeply with our brands. 

Gisele Bündchen as an oversized hologram in front of Tower Bridge in London at night (photo)

Spring/Summer 2024 campaign

In early 2024, BOSS unveiled its Spring/Summer 2024 campaign. Alongside a star-studded social media blitz, we brought our campaign to life by projecting large-scale holograms of our brand ambassadors near London’s iconic Tower Bridge.

BOSS Campaign Banner hanging outside a HUGO BOSS store (photo)

Double B monogram

Our latest BOSS campaign also marks the debut of our new, eye-catching Double B monogram, which was introduced with a digital campaign using hyper-realistic CGI at iconic locations all around the globe. As part of the introduction, we also launched our “Double B, Every Me” brand campaign with many exciting personalities.

HUGO BLUE – two models dressed in blue in front of a blue background (photo)


In March 2024 we celebrated the launch of our new HUGO BLUE brand line in Berlin. By tapping into the worlds of entertainment, the metaverse, and gaming – key cultural domains for the brand's Gen Z target audience – the event provided an immersive blend of physical and virtual experiences.

Metaverse Fashion Week (photo)

Metaverse Fashion Week

BOSS took a bold step into Metaverse Fashion Week, enabling BOSS fans to enjoy an immersive, interactive experience. Serving as a digital extension of our spectacular BOSS Miami Fashion Show, the new space blended gamification with a digital shopping experience.

is key

Our brands truly come alive in the heart of our products, where we live and breathe our 24/7 lifestyle approach. We're not just about delivering top-notch quality and perfect fit, we're all about infusing innovation and sustainability at every step. It's where excellence meets creativity, and our commitment to a bold and better future takes center stage.

Driving newness

To further drive newness among our product range, we are co-creating inspiring capsules with important partners.

American football player of the Kansas City Chiefs with a football in his hands (photo)


BOSS joined forces with the National Football League, creating a collection of lifestyle products crafted for a new generation of fans – uniting football and fashion while reflecting what it truly means to be a BOSS.

Naomi Campbell dressed in violet-blue, posing in front of a violet-blue background (photo)


Our Naomi x BOSS capsule collection was designed in close collaboration with the iconic supermodel Naomi Campbell. Fitting our 24/7 wardrobe, it uniquely incorporates innovative technological fabrics.

Bella Poarch dressed in black, posing in front of a red background (photo)

HUGO x Bella Poarch

At HUGO, we launched a limited edition capsule collection with Bella Poarch, a true TikTok star and Gen Z icon, featuring a number of progressive statement styles.

Pushing sustainability

We are fully committed to living up to growing customer expectations in terms of sustainability. To this end, when developing our collections, we increasingly rely on innovative, sustainable materials and manufacturing techniques.

BOSS label on a brown jacket (photo)
Matteo Berrettini sitting on a wooden box and poses in front of a white background (photo)

In 2023, we proudly introduced the first-ever BOSS styles crafted from the highly innovative HeiQ AeoniQ fabric, which has been recognized with the 2023 ISPO Award. On top of that, as part of our heartfelt BETTER BOSS initiative, we launched a fully circular capsule collection, using recycled textiles to extend product lifetimes. At HUGO, our commitment shines through our WE ACT product range, featuring items made from at least 60% more sustainable raw materials. Looking ahead to 2030, our overarching goal is to enable 80% of our products to become circular.

Advancing innovation

We constantly strive to increase the wearing comfort of our products through the increased use of innovative materials.

  • Functional Capsule Collections

    With highly functional capsules, we are putting a strong emphasis on dressing our customers for an active lifestyle. From the dynamic world of tennis with BOSS brand ambassador Matteo Berrettini to the empowering strides of runner Alica Schmidt.

    Functional Capsule collection – blonde model poses leaning against a wall in sportswear (photo)Functional Capsule collection – blonde model poses leaning against a wall in sportswear, zoomed in (photo)
  • Boss Performance

    Our BOSS Performance range seamlessly blends formalwear with sportswear elements, thus maximizing wearing comfort. From super-stretchable, machine-washable styles to lightweight, wrinkle-free pieces – we have the perfect style for every occasion!

    BOSS Performance – Matteo Berrettini dressed in white, posing in front of a black background (photo)BOSS Performance – Matteo Berrettini dressed in white, posing in front of a black background, zoomed in (photo)
  • Hugo Blue

    In early 2024, we introduced HUGO BLUE, a powerful addition to our HUGO brand, with denim at the heart of its offering. Speaking directly to Gen Z consumers, HUGO BLUE embodies a rebellious spirit and a fearless embrace of individuality, empowering the next generation to express themselves authentically.

    HUGO BLUE – Reezy dressed in blue, posing in front of a gray background (photo)HUGO BLUE – Reezy dressed in blue, posing in front of a gray background, zoomed in (photo)

But our journey doesn't end here. It's just the beginning! Also moving forward, we remain fully dedicated to unlocking the tremendous potential of our two iconic brands. We will continue with all our energy and passion to inspire and surprise fans of BOSS and HUGO all around the globe.


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