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
STRATEGIC PARTNERSHIP
STRATEGIC PARTNERSHIP
BOSS FASHION SHOW
BOSS FASHION SHOW
BOSS ALL-STAR CAMPAIGN
BOSS ALL-STAR CAMPAIGN
HUGO X FORMULA 1
HUGO X FORMULA 1
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.
BOSS BLACK
BOSS BLACK
BOSS ORANGE
BOSS ORANGE
BOSS CAMEL
BOSS GREEN
HUGO
HUGO
HUGO BLUE
HUGO BLUE
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.