Annual Report 2024

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FOCUS on Brand Heat

At HUGO BOSS, 2024 was all about focusing on the game-changers – and at the heart of it all? Our two iconic brands, BOSS and HUGO. Beyond making an impact – we set out to redefine what impact truly means. From creating unforgettable brand experiences, to delivering standout products and ultimately deepen customer engagement. Because we focus on what matters most, and we want to make every interaction meaningful.

KEY BRAND
HIGHLIGHTS

Highlights Highlights Highlights Highlights Highlights Highlights Highlights

David Backham posing in front of a dark background wearing a Hugo Boss boxer shorts only (photo)

STRATEGIC PARTNERSHIP

WITH DAVID BECKHAM

David Backham posing in front of a dark background wearing a white t-shirt (photo)

STRATEGIC PARTNERSHIP

WITH DAVID BECKHAM

Two female models at a fashion show outside before an audience (photo)

BOSS FASHION SHOW

IN MILAN

A male model at a fashion show outside (photo)

BOSS FASHION SHOW

IN MILAN

A male model posing in front of a sand-colored background with a table and a chair, wearing a brown suit (photo)

BOSS ALL-STAR CAMPAIGN

FALL/WINTER 2024

Gisele Bündchen posing in a light-colored women’s suit in front of a dark background (photo)

BOSS ALL-STAR CAMPAIGN

FALL/WINTER 2024

A male model posing in front of a red background in a sporty jacket (photo)

HUGO X FORMULA 1

IN MIAMI

A female model posing in front of black tyres wearing a red Hugo Boss t-shirt (photo)

HUGO X FORMULA 1

IN MIAMI

In 2024, we took brand experience to the next level, fueling the momentum of BOSS and HUGO. A key moment was welcoming global icon David Beckham to the BOSS family. Meanwhile, our 360-degree marketing activations kept our global community not just engaged, but truly energized. From the unforgettable BOSS Fashion Show in Milan to the electrifying HUGO x Formula 1 event in Miami, we turned up the heat with experiences that resonated far beyond the moment. These powerhouse events didn’t just capture attention – they deepened customer connections and created lasting buzz. By building on the successes of our CLAIM 5 strategy, we further expanded our reach on social media, solidifying BOSS and HUGO as the brands to watch – and to love.

>

11

million

NEW FOLLOWERS
ON SOCIAL MEDIA

SINCE 2021

24/7 LIFESTYLE
EXPERIENCE

All year long, we stayed laser-focused on delivering exceptional products with highest value – because great style should always come with uncompromised quality. We continued to sharpen our 24/7 lifestyle positioning, unleashing the full potential of BOSS and HUGO. A standout highlight? The launch of HUGO Blue, infusing fresh energy into our denimwear lineup and capturing the next generation of style seekers.

24/7 Lifestyle 24/7 Lifestyle 24/7 Lifestyle 24/7 Lifestyle 24/7 Lifestyle 24/7 Lifestyle 24/7 Lifestyle

A male model posing in front of a dark background in a sand-colored suit (photo)

BOSS BLACK

Modern Tailoring & Smart Casualwear

Giselle Bündchen posing in front of a dark background wearing a black leather jacket (photo)

BOSS BLACK

Modern Tailoring & Smart Casualwear

A male model posing in front of a light-colored background wearing sand-colored clothing (photo)

BOSS ORANGE

Casualwear

A female model posing in front of a light-colored background wearing sand-colored clothing (photo)

BOSS ORANGE

Casualwear

A male model posing in front of a light-colored background wearing white throusers and white jacket (photo)

BOSS CAMEL

High-End Tailoring

A male model posing in front of a light-colored background wearing sand-colored sports clothing (photo)

BOSS GREEN

Athleisurewear

A male model posing in front of a red background wearing a black suit and sports shoes (photo)

HUGO

Street Tailoring

A female model posing in front of a red background wearing white ladies suite (photo)

HUGO

Street Tailoring

A male model posing in front of a rock wall wearing jeans clothing (photo)

HUGO BLUE

Denimwear

A female model posing on the beach on a bench wearing jeans clothing (photo)

HUGO BLUE

Denimwear

But we didn’t stop there – we seized growth opportunities across key categories such as bodywear, shoes, and accessories, ensuring our customers can live BOSS and HUGO from head to toe. Our products made from AeoniQ, an innovative circular yarn, are game-changers – just like the latest suit at HUGO, proving that innovation and sustainability can go hand in hand. With our product offerings, we’re pushing the boundaries of fashion, while reinforcing our commitment to a better future.

As we look ahead, our focus remains sharp: making every moment with BOSS and HUGO unforgettable. By deepening customer connections and creating bold brand experiences, we’re not just shaping the future of our brands – we’re defining it. The journey continues. And the best is yet to come.