Two men with very different profiles, but both of humble class, reach international recognition.The first is called Khaby Lame.He was born in Senegal and in March 2020, when the first days of the pandemic left him without work in a factory in northern Italy, he began to upload simple and humor videos.Today he has 130 million followers on Tiktok and more than 62 million on Instagram.The second, not least, is the British boxer Anthony Joshua.He began to win the bread as a mason and ended up being the third best active heavyweight in the world, Olympic champion and double world champion.Not having triumphed, now nobody would know them.

However, fashion has crossed its paths as protagonists of the new and historic campaign that Hugo Boss has launched for its brands Boss and Hugo, an unprecedented update of all its codes that inaugurates a new era in the German fashion house.To get an idea of relevance, it has even renewed the logos of both brands.Hugo changes for the first time since the early 90s and Boss has been modified after 50 years.Both now present a bolder type of font and a much more contemporary graphics.But the turn is not just aesthetic ...

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FUN & GLOBAL

It is obvious that times change and also the models that inspire them.And hence Boss has chosen as faces to present this brand refresh a collection of ambassadors (Hailey Bieber, Kendall Jenner, Matteo Berrettini, Future, Joan Smalls, among others, in addition to Khaby and Joshua) with an identity that plays fully toA young and global customer, with a series of fun and informal garments that however do not renounce their classic codes.There is even a capsule collection codesñada by Khaby.

If you do not want to miss this historic transformation, closely follow the hashtag #beyoureownboss.There they are sharing their particular way of making fashion, their new meeting and communication channels, the portraits that the acclaimed fashion photographer Mikael Jansson has shot up for the Spring-Summer 2022 campaign and the new concept of his store.Because you already know who the authentic boss is.