Ever-more-casual Boss brand names Chris Hemsworth global ambassador

By

Sandra Halliday

Published
Jan 12, 2021

Hugo Boss has announced Australian actor Chris Hemsworth, best known for his role as Thor, as the first Hollywood star to be appointed as global brand ambassador for its Boss brand. 

He’s signed up to be the international Boss face of the worldwide fashion campaigns planned for this year and next as the label becomes increasingly focused on casualwear. 

Hemsworth already has deep connections with the company having been the face of its Boss Bottled fragrance since 2017. 

The fashion giant said that “by expanding this partnership, the group is ensuring a globally consistent Boss brand image that will bridge various product groups. The generated synergies will also further enhance the brand's appeal”.

Yves Müller, Managing Board Spokesman at Hugo Boss, said the actor is “a world-class star who is a perfect fit for our Boss brand. He embodies a contemporary take of success and masculinity. Chris perfectly exemplifies the modern man of today: self-confident, authentic and approachable. His global fame will further augment the Boss brand's desirability going forward.”

Importantly too, the company added that with the appointment of someone who’s “a passionate surfer who epitomises a well-balanced lifestyle”, it’s “taking another step in its casualisation process of the Boss brand. This will also be reflected in the direction the new campaign will take”.

The first campaign featuring Hemsworth will launch this spring. And the partnership will also see the launch of a joint Boss capsule collection with a sustainability focus.