HUGO BOSS

The new Bodywear Lines.

Those who wear BOSS value clear statements.

BOSS represents a self-assured, luxurious lifestyle. Relaxed. Timeless. Beyond question. Men who wear BOSS no longer have to prove themselves to anyone. They know what they want – even when it comes to their choice of underwear.

Excellent fabrics and refined textures for varying levels of sophistication and totally individual requirements. After all, for BOSS a cultivated lifestyle doesn’t stop at the outer layer of clothing. Our challenge was to translate this attitude and self-confidence into superior packaging design.

Hugo Boss Bodywear

The HUGO BOSS Group is a global market leader in the premium and luxury clothing segment. The Metzingen-based group is one of the most profitable clothing manufacturers in the world and employs almost 12,000 people. BOSS is the Group’s key label.

We have been looking after HUGO BOSS AG as its agency partner for a number of decades. Besides packaging design, our services also include aspects such as developing the logo and designing annual reports.

The design

Who likes reading the small print on material composition when browsing the shelves? Above all else, what does this actually mean in terms of personal comfort? Our approach was to convey the differences using visual language.

Visual language

Who likes reading the small print on material composition when browsing the shelves? Above all else, what does this actually mean in terms of personal comfort?

Our approach was to convey the differences using visual language.

360° concept looks

What does the label allow? What does it demand? At the beginning of the project we test the visual possibilities and limits.

This creates new perspectives for decision-makers – and designers.

Realisation

Hands-on till the end…

Basic Line

The basic lines have a simple yet cool look aimed at young guns for a bold, simple, casual pose. The packaging is just as unpretentious: a simple folding box.

Core Line

The core lines combine stretchy fabrics that fit the body perfectly. Really smooth, for an extremely sleek start to the day. The accompanying mood: morning light. The photo motif: lots of sun and colour.

Premium Line

The premium lines – the highest price category with extremely fine fabrics – are at home in an elegant world, just like those who wear them. Dark black-and-white photography fuses with striking metallic tones. All wrapped up in a stylish magnetic box.

The communication

BOSS presented the new product range architecture to the key accounts at a launch event, with a making-of film of the photo shoot serving as an atmospheric introduction. Customers also emotionally immerse themselves in the world of the label through the film: they encounter it online as well as in-store.

In addition, we’ve designed a brochure for sales staff that brings together and clearly conveys the basic knowledge underlying the new BOSS Bodywear world.

Heidrun Angerer
Executive Creative Director

Tel. +49 40 441804-0
heidrun.angerer@peter-schmidt-group.de