Hugo Boss’ brand strategy has been revised in 2022, with a distinction between ‘Hugo’, aimed at GenZers, and ‘Boss’, aimed at millennials. Within this segmentation, the recent launch of Naomi x Boss, a capsule collection designed in close collaboration with the supermodel, makes perfect sense.

Naomi x BOSS, a dedicated capsule collection for the discerning, contemporary traveller, plays its role to engage Millennials but also is pivotal in the brand’s strategy to accelerate growth in womenswear.

Inspired by Naomi’s fast-paced lifestyle, the laid-back capsule is said to be “designed for the 24/7 wardrobe of a BOSS – a woman who is confident, unapologetically herself and not afraid to make her mark on the world”.

Combining contemporary silhouettes with the brand’s signature tailoring, the range includes sophisticated outerwear, adaptable stretch pieces, premium leisure styles and statement-making footwear. Using innovative technological fabrics, all items are designed to make life easier, offering practicality and style, with a focus on function rather than just aesthetics.

Naomi x BOSS is available at Boss Halo stores and in special pop-ups with key partners including Selfridges, London and Bloomingdales New York. The launch is supported by a social media-led marketing campaign and a large-scale outdoor advertising campaign.