Gigi Hadid stars in Hugo Boss ad campaign

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Hugo Boss has unveiled the second part of its “Be your own Boss” campaign. The shooting is timed to coincide with the first anniversary of the launch of the updated business strategy. It will also include a show in Miami. It will be held in the “see now, buy now” format, that is, items can be purchased immediately after the event.

According to WWD, the latest celebrity to join the initiative is model Gigi Hadid. Since the ad campaign celebrates self-made celebrities, these qualities in Hadid were noted by the brand’s CEO Daniel Grieder. Gigi started working when she was very young, and at the age of 16 she signed a contract with a major agency.

Model Naomi Campbell, Colombian singer Maluma, South Korean actor Lee Min Ho and Italian tennis player Matteo Berrettini also took part in the new campaign. All participants in the project will talk about the obstacles to success and overcome them.

They clearly represent the fact that “bosses” are not born but made,” the company said in a statement.

The rebranding of Hugo Boss is connected with the desire to increase the relevance of the brand among young people.

By 2030, the zoom generation will make up the largest consumer segment worldwide. The new projects were designed to resonate with young consumers and turn them into fans. After all, we want to attract new customers, but we also want to keep our existing customers,” Grieder explained.

Recall that Gigi Hadid combines her career with raising her daughter. Recently, the model shared new photos from vacation with the baby. Over the past two years, the supermodel has been diligently hiding Hi from the paparazzi.