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Hugo Boss’ latest campaign kicks off with one question: What does it mean to be a boss? To answer that question, the brand got a fair take on the matter: the future.
The multi-platinum rapper has been announced as the star of Boss’s Fall/Winter 2022 campaign, which delves deeper into “what it means to be your own boss” by focusing on “empowerment and determination”. Along with fellow A-listers show future star Kendall Jenner, TikTok creator Khabi Lam, supermodel Naomi Campbell, and South Korean singer and actor Lee Min-ho, who are all “inspired by their own stories to be their own boss”. Close new pieces from the brand’s Fall/Winter 2022 collection.
Boss’s new campaign is part of a rigorous, long-term brand refresh – exemplified by his continued work with a younger generation of stars like Future. The Fall/Winter 22 collection is in line with Boss’s new vibe, as the 98-year-old fashion house delivers something decidedly trendy. Check out the latest excerpts from Hugo Boss at HugoBoss.com.
“It was divine timing that I joined the Boss,” Future tells Rolling stone, “I was approached with an opportunity that has now turned into a potential partnership with one of fashion’s most prolific fashion houses,” he says, pointing to an upcoming collection with the brand. Boss, a fan of Future, says the brand has “turned a chapter” in its look and that she is “excited to be a part of it.”
So what’s Future’s answer to this question – how does he define being the boss? “Boss is secrecy,” he says enigmatically. “You have to use your imagination to answer that.” We asked Future to describe the boss (label) in three words, to which he replies, “Fantastic, gorgeous, futuristic.”
Future shares exclusive behind-the-scenes photos Rolling stone From his Hugo Boss photoshoot. The rapper can be seen rocking neutral, earthy colored pieces like a double breasted camel coat with matching pants and trainer. “I prefer to walk into a shoot with a clear mind so that I can experience, wear and give my best,” he says. (For all except one question, future answers are no more than a sentence).
In addition to mastering her modeling, Future is busy releasing music videos for tracks from her recent album. I never liked you, The video ranges from familiar territory, like the rapper playing dominoes in Little Havana for the “Holy Ghost” video, to other concepts like the “Wait for You” video, which sees the Future cast as the “Toxic King” ( and Drake as his messenger knight). ,I never liked you It was a personal release for me,” Hendrix says. “I’m glad that my fans enjoy and appreciate the music I do this for.”
Be sure to check out the new pieces per Future Boss and “Stay Up for More Excellence”.