<\/p>\n
\n\tJames Foster, the senior vice president of global marketing for Hugo Boss, is shaking things up with the company\u2019s spring campaign for Hugo, the brand\u2019s younger-skewed collection.<\/p>\n
\n\t\u201cIt\u2019s a conversation, not a campaign,\u201d he said of \u201cRed Means Go,\u201d which launched Wednesday. \u201cIt\u2019s a reconceptualization of what Hugo stands for, which is self-expression and empowerment.\u201d<\/p>\n
\n\tThe campaign features an eclectic cast of seven and a series of provocative statements intended to reflect the reality that many young people are experiencing today. They include: \u201cWhy couldn\u2019t you get a proper job?\u201d; \u201cAnd how is that going to pay off a mortgage?\u201d, and \u201cToo risky too different too new.\u201d<\/p>\n
\n\tFoster said the questions are not meant to evoke fear but rather to encourage young people to keep striving for what they want in their lives through the series of still images and short films.<\/p>\n
\n\tThe cast includes Berlin-based brothers, actors Aaron and Leo Altaras; Czech photographer and director Tereza Mundilov\u00e1; London-based artist and musician Cato; Brooklynite music curator and content creator Margeaux Labat; London-based art curator Temitayo Famakinwa, and Ohio bedroom DJ Nick Cheo.<\/p>\n
\n\tThe male cast wears Hugo\u2019s retro resort styles, including a boxy double-breasted blazer over a Cuban-collar shirt with matching pleated trousers paired with a tortoiseshell tote, a long-lined, double-breasted suit in textured weave, and a utilitarian short jacket and oversize pleated shorts.<\/p>\n
\n\tThe womenswear offering includes a cropped rain mac over a \u201960s A-line mini in a geometric dogtooth print; wide-legged cords with bronzed sequins, and a white suit.<\/p>\n
\t\t\t\t\tA look from the women\u2019s Hugo spring campaign.<\/p>\n
\t\t\t\t\t\t\t\t\tCourtesy of Hugo Boss<\/p>\n
\n\tFoster said the Hugo ads have historically been centered around contemporary tailoring. \u201cBut as beautiful and stunning as the shots were, a lot of the marketing was relatively conventional. We wanted to shake it up and do something different and put Hugo back in the heart of the cultural conversation.\u201d<\/p>\n
\n\tHe said the cast was selected because they were people who \u201cwalked their own path,\u201d and would serve to put a face to the slogans.<\/p>\n
\n\tThe campaign was teased with a billboard in Times Square and will launch on social media as well as through in-store merchandising.<\/p>\n
\n\tFoster, who also oversees marketing for Hugo Boss\u2019 other brands, acknowledged that it is \u201crare to get to do a campaign like this, but it needs to be different from Boss. Hugo is rich, creative and provocative while Boss is confident, determined and more polished. This allows Hugo to be brave and outside the conveyor belt of conventional experience.\u201d<\/p>\n
\n\tFoster joined Hugo Boss in January 2025 as its head of marketing after spending 13 years at Adidas. He also worked for Ikea and Neflix.<\/p>\n
\n\tThe German brand reported its year-end results earlier this week and Hugo sales decreased 4 percent. Both it and the Boss line are undergoing restructuring and redefinition,\u00a0the company said in December last year, when it announced a new strategy to deal with lackluster growth after boom years in 2022 and 2023.\u00a0<\/p>\n
#Hugo #Breaks #Mold #Ads<\/p>\n","protected":false},"excerpt":{"rendered":"
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