Hugo Boss to Host Show in Dubai – WWD

DUBAI, United Arab Emirates – Boss has revealed that they will be announcing the watch now, buy now of the collection at an event here on February 10. This follows the launch of the brand’s new logo and the first social media campaign. association targeting a younger global demographic.

Daniel Grieder, CEO of Hugo Boss Group, told WWD: “This is an exciting time for our brand. We have made great strides in renewing our brand and look forward to celebrating Boss’s new vision and creating unforgettable moments in Dubai. ”

Celebrations in the UAE will largely take place outdoors in the desert at sunset. The brand has announced they will be following COVID-19 protocols carefully at the event, which promises to include some of their new celebrity faces. The BeYourOwnBOSS campaign currently features models Kendall Jenner, Hailey Bieber and Joan Smalls, rapper Future, TikTok star Khaby Lame, South Korean actor and singer Lee Min-ho, boxer Anthony Joshua, athlete tennis player Matteo Berrettini and German runner-up Alica Schmidt.

The show in Dubai follows Boss’s Milan Fashion Week event last September, where Lame made her catwalk debut, bringing in a record 4 billion impressions for the brand in just four days.