David Beckham, Gisele Bündchen Front Boss Holiday Ads
Hugo Boss is turning to some famous faces to help it share the holiday cheer this season.
The apparel brand will feature Brazilian supermodel Gisele Bündchen, legendary British soccer player David Beckham, Nigerian Afrobeats artist Burna Boy and South Korean actor Lee Jong Suk in its 2024 holiday campaign.
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In still images and videos, each person is dressed in Boss holiday looks and pictured against neon lights — images meant to reference the idea that everyone carries a powerful light within them.
The tag line for the campaign is “Radiant. Confident. Effortless. This is holiday style by Boss.”
In May, Boss signed a global, multiyear deal with Beckham that included him appearing in the brand’s campaigns, beginning this fall. In addition, the German company is creating a special co-branded Beckham x Boss collection that will debut for spring 2025.
Nadia Kokni, senior vice president of global marketing and brand communications at Hugo Boss, said Beckham first appeared in the company’s men’s ads in August along with Burna Boy and Jong-suk while Bündchen and Naomi Campbell were tapped for the women’s campaign.
“It was big and impactful,” she said, and the company is hoping for the same response to the holiday campaign, which was photographed by Mikael Jansson with creative direction from Trey Laird and Team Laird.
“We’re keeping it simple and elevated,” she said.
The campaign will be used on social media, in store windows and installations in key cities around the globe. The company is planning a series of pop-up shops where licensed products will be showcased and personalized gifts, ribbon machines, coffee or hot chocolate carts will be offered to create a holiday atmosphere.
And for those more likely to shop on a screen, there will also be a virtual component to the campaign. As Kokni explained: “Later this month, Boss fans will be invited to enjoy an immersive virtual experience that brings the holiday spirit to life.” The space will feature items from the ????men’s, women’s and footwear collections as well as accessories and fragrance.
Visitors can click to enter a particular space where they can obtain product details on pieces such as evening dresses, merino wool sweaters, sneakers, handbags and fragrances. Once they decide on their items, they can click and add them to a cart and check out. “It keeps things dynamic and fun,” she said.
Members of the loyalty program, Hugo Boss XP, who have downloaded and signed into the mobile application will have the opportunity to participate in a raffle, with four prizes of 250 euro gift vouchers.
Kokni said Beckham’s influence at Boss is already paying dividends. “He’s a legend and an icon and an amazing ambassador,” she said. “He’s so engaged with the brand. He loves Boss and he’s resonating with our audience.”
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