Starting this year, actor Chris Hemsworth, best known for his role as Thor, will be the first Hollywood star to be appointed new global brand ambassador for BOSS. In this role, he will be the international BOSS face of the worldwide fashion campaigns planned for 2021 and 2022. Chris Hemsworth has already been collaborating with HUGO BOSS on the iconic BOSS Bottled scent since 2017. By expanding this partnership, Hugo Boss is ensuring a globally consistent BOSS brand image that will bridge various product groups.
With the appointment of Chris Hemsworth , a passionate surfer who epitomizes a well-balanced lifestyle, HUGO BOSS is taking another step in its casualisation process of the BOSS brand. This will also be reflected in the direction the new campaign will take. The first campaign featuring Chris Hemsworth will begin in spring 2021. The partnership will also see the launch of a joint BOSS capsule collection with a sustainability focus. With this collection, HUGO BOSS underlines its leading role as a sustainable company within the textile industry.