Hugo Boss has unveiled the second instalment of its ‘Be your own Boss’ advertising campaign. The shoot is timed to coincide with the first anniversary of the launch of the revamped business strategy. It will also include a fashion show in Miami. It will take place in a “see now, buy now” format, meaning items can be purchased immediately after the event. 

According to WWD, the latest celebrity to join the initiative is famous model Gigi Hadid. As the ad campaign celebrates celebrities who have achieved success on their own, it is these qualities in Hadid that brand CEO Daniel Grider noted. Gigi started working when she was very young and at 16 she signed with a major agency.

Model Naomi Campbell, Colombian singer Maluma, South Korean actor Lee Min Ho and Italian tennis player Matteo Berrettini also took part in the new campaign. All participants in the project will be talking about obstacles to success and overcoming them.

“They clearly epitomise the fact that no one is born as a ‘boss’, people become ‘bosses’,” the company said in a statement.

The rebranding of Hugo Boss is tied to a desire to increase the relevance of the brand among young people.

“By 2030 the zoomer generation will make up the largest consumer segment globally. The new designs have been designed to resonate with young consumers, turning them into fans. At the end of the day, we want to attract new consumers, but we also want to retain our existing customers,” Grider explained.