German fashion house Hugo Boss just unveiled its official campaign for the spring/summer 2023 season. The campaign featured DJ Khaled, a US-Palestinian producer; Gigi Hadid, a Dutch Palestinian model; Yusra Mardini, a Syrian Olympic swimmer; Karen Wazen, a Lebanese influencer, and businesswoman; Anas Bukhash, an Emirati host; Jessica Kahawaty, a Lebanese-Australian model and humanitarian; and Zainab Al-Eqabi, an Iraqi para-athlete.
In the campaign, each of the stars shares a photo collage featuring two images. One from their childhood and one present-day photo while wearing Boss sweatshirts or blazers from the new collection. Using the brand’s signature color scheme of black, white, and camel, the new collection aims to present a striking aesthetic that combines a city-inspired mood with a summery, off-court lifestyle; shot with the lens of Swedish photographer Mikael Jansson.
The brand states that its goal with this campaign is to “inspire the world to live up to its full potential because the path to living life on one’s own terms starts with discovering one’s power, purpose, and perseverance. Despite its highs and lows, turns and twists, the voyage is lived in style, confidence, and with an eye toward the future.”
Along with these Arab A-listers, the campaign also included other international sports personalities and influencers. Such as, Karl-Anthony Towns, Fernando Alonso, Demi Lovato, Pairs Hilton, Maluma, Bella Throne, Naomi Campbell, Lee Minho, Khaby Lame, Matteo Berrettini, Anne-Marie, Naomi Watanabe, Juanpa Zurita, David Dobrik, and Naomi Watanabe.