Boss unveils first Chris Hemsworth campaign under new deal

By

Sandra Halliday

Published
Feb 26, 2021

Following the announcement by Hugo Boss that Chris Hemsworth would go from just fronting the Boss Bottled fragrance offer to become the key international face of the Boss brand from SS21, the company has unveiled its first fashion campaign featuring the Hollywood actor and dedicated environmentalist.

The campaign, which continues the casualisation process that the brand has been working on for a while, was photographed by Australia’s Georges Antoni and sees Hemsworth in “casualwear and eased-up tailoring" from the new collection, “reflecting his easygoing character and natural sense of style”.

The 360-degree campaign takes in digital, print and out-of-home advertising, and the brand partnership will also see the launch of a joint Boss capsule collection “with a sustainability focus”.

The company said that the launch “underlines its leading role as a sustainable company within the textile industry”. And indeed, its appointment of Hemsworth in the first place is part of this focus on the sustainability issues that consumers are also focused on these days. The company pointed out how he “strategically leverages his popularity to draw attention to climate change and species protection”.

Ingo Wilts, Chief Brand Officer of Hugio Boss, said he’s “part of a generation of people who are looking differently at what success is. This is very relevant for us as a fashion brand and the clothing we create.”