Chris Hemsworth is a man of many roles. While he’s best known for his portrayal as Marvel superhero Thor, he’s also a dedicated environmentalist, the founder of his own health and fitness app Centrfit, and now you’ll get to know his as the new global brand ambassador for BOSS.
This appointment marks the first Hollywood star to be named the global brand ambassador for the German luxury fashion house. While the Australian actor has already been collaborating with HUGO BOSS on the BOSS Bottled scent since 2017, this expanded partnership will ensure a globally consistent BOSS brand image that will bridge various product groups and enhance the brand’s appeal. In this role, Hemsworth will be the international BOSS face of the worldwide fashion campaigns planned for 2021 and 2022.
“I’ve been a huge BOSS fan for a long time, so I’m really happy to now represent the brand’s collections as global ambassador,” said Hemsworth in a statement. “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, Managing Board Spokesman at HUGO BOSS AG also commented: “We are proud that, in Chris, we have been able to secure 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.”
This evolving partnership with Chris Hemsworth will also be part of the Group’s casualisation process of the BOSS brand, which will also be reflected in the direction the new campaign will take.
The first campaign featuring Hemsworth will begin in spring 2021, and reflect his passion for the environment. We can soon expect the launch of a joint BOSS capsule collection with a sustainability focus, and with this collection, HUGO BOSS is able to underline its leading role as a sustainable company within the textile industry.
Photos: HUGO BOSS
