The iconic label is sparing no expense in their refreshing phase.

Say goodbye to the Hugo Boss you know and get familiar with the new look, new logo, new ambassadors iteration of the German fashion heavyweight. Under the stewardship of CEO Daniel Grieder, they’ve also shared plans for an aggressive growth strategy that aims to double company sales by 2025 and become a Top 100 business along the way. And judging by the roster of talent they’ve recruited for their relaunch, they aren’t mucking around.

The list of celebs featured in the #BeYourOwnBoss campaign crosses a range of cultural mediums, from Tik Tok royalty Khaby Lame, to Italian tennis player Matteo Berrettini, through to Kendall Jenner, they’re casting a wide net with hopes of tapping into a younger market demographic.

The range itself is subtle, with soft browns, whites and blacks giving it a more casual feel than past collections. The brand also seem to be swaying into streetwear territory with a few hoodies and college-style jackets. Check out the collection, modelled by the all star cast below and head here to shop Hugo Boss now: