In a groundbreaking move, Hugo Boss‘s dynamic Boss label has launched its Spring/Summer 2024 collection with an electrifying start. Utilizing the iconic backdrop of London’s Tower Bridge, the brand unveiled an awe-inspiring hologram featuring brand ambassadors Gisele Bündchen and Lee Minho, setting a new benchmark in fashion marketing.

? A Fashion Forward Statement: This remarkable holographic display marks Boss as the pioneering fashion brand to embrace large-scale hologram technology for a global campaign. This innovation opens the door to unprecedented possibilities in outdoor advertising, blending cutting-edge technology with high fashion.

? #BeYourOwnBOSS Campaign Unveiled: The #BeYourOwnBOSS campaign, with its focus on self-determination and empowerment, invites individuals to embrace their unique path to becoming their own Boss. The message is clear: the power to define oneself lies within.

? Celebrity Powerhouse: Beyond the stunning visuals of Bündchen and Minho, Boss has rallied an impressive roster of talent for this campaign. British model Adwoa Aboah, Italian tennis star Matteo Berrettini, and British multifaceted talent Suki Waterhouse join the campaign, each embodying the Boss spirit in their unique ways, with Waterhouse also representing Boss Watches, Jewelry, and Eyewear.

This visionary campaign by Boss not only showcases its commitment to innovation and style but also cements its position as a leader in leveraging technology to create immersive and memorable fashion experiences.