By expanding the partnership with the actor, best known for his role as Thor in the Marvel films, the fashion group adds that it is “ensuring a globally consistent Boss brand image that will bridge various product groups” and it hopes that the generated synergies will also further enhance the brand’s appeal.
The actor’s first campaign will begin in spring 2021, with Hemsworth’s lifestyle as a passionate surfer reflected in the direction of the new campaign. This will be followed up with a joint Boss capsule collection with a sustainability focus.
Yves Müller, the managing board spokesman at Hugo Boss AG, said in a statement: “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.”
The BOSS collection is available at the Factory 54 website and stores.