🤎🤍🖤 @trey.laird : „-Today a new @boss is born. When I was asked last year to step back in the ring and create an entirely new modern vision for this iconic global brand, I immediately thought of what it means in todays culture to show up like a BOSS in every part of your life. If a brand could stand for that emotional mindset, what a powerful position to own. So it’s no longer “Hugo Boss”, it’s now simply BOSS. And just like that.... a new day has begun. Thank you to the incredible Boss Bosses @danielgrieder @miahsull & @ingowilts for their trust and belief in this new vision. My long time dream team creative partners @mikaeljansson @jessicaediehl @shayashual @markcarrasquillo @piershanmer & the incredible @stuart_winecoff & @willhtown for all bringing your brilliance & A game to this project. My genius TL team that makes it all happen. @mr_cristobal @melinakok @raydipietro17 @pkinsella @lewismirrett & @ccars73 . @theweeknd for the perfect soundtrack, and literally an insane cast of Bosses that each embody this new voice & vision. @matberrettini @future @kendalljenner @anthonyjoshua @haileybieber @khaby00 @joansmalls @actorleeminho & @alicia_schmidtt This is only just the start & just like a true Boss- it will only get better & better👊🏼🖤👊🏼🖤👊🏼🖤#BeYourOwnBoss