Starting this year, actor Chris Hemsworth, best known for his role as Thor, will be the first Hollywood star to be appointed new global brand ambassador for Boss. In this role, he will be the international Boss face of the worldwide fashion campaigns planned for 2021 and 2022.
Having been part of Hugo Boss’ perfume marketing campaigns since 2017, Australian actor Chris Hemsworth will begin his debut as the new Hugo Boss brand ambassador this spring/summer season and will continue to do so throughout 2021. Having previously worked for the brand’s perfume line, the 37-year old actor will appear in the fashion campaign, too.
“Chris perfectly exemplifies the modern man of today: self-confident, authentic and approachable”, company spokesperson and board member Yves Müller explained in a statement. The choice of Hemsworth reflects Hugo Boss’ shift into more casual looks. The pandemic has seen sales of the formalwear the German brand is so well known for dwindling, as executives are forced to work from home and larger formal events are canceled.
I’ve been a huge Boss fan for a long time, so I’m really happy to now represent the brand’s collections as a global ambassador. Our partnership over the past few years has been absolutely brilliant. I’m very excited to be working more closely with the Boss team.
Yves Müller added: “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”.
Later in the year, Hemsworth will also collaborate on a capsule collection for Hugo Boss. Because Hemsworth is a staunch environmental advocate, the collection will ‘underline its leading role as a sustainable company within the textile industry’.
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