Hugo Boss has taken the latest step in its casualisation journey, naming Australian actor Chris Hemsworth as its new global ambassador.
In this role, Hemsworth will be the international face of the brand in its worldwide fashion campaigns planned for 2021 and 2022, expanding his partnership with the brand beyond the fragrance pillar, a partnership which was established in 2017.
Known for his passion for surfing, the environment and leading a balanced lifestyle, Hemsworth epitomises the new direction the brand is taking, which will be reflected in the new campaigns.
With a following of 45 million worldwide, Hugo Boss managing board spokesman Yves Müller said that the appointment of Hemsworth is something the brand is incredibly proud of.
"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," he said.
The first campaign featuring Chris Hemsworth will begin in spring 2021.
The partnership will also see the launch of a joint Boss capsule collection with a sustainability focus.
In this collection, the business will aim to underline its role as a sustainable company within the textile industry.
Speaking on his appointment, Hemsworth said that he is excited to expand his relationship with the brand.
"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.
"Our partnership over the past few years has been absolutely brilliant.
"I’m very excited to be working more closely with the Boss team," he said.