It seems that Hugo Boss has decided to make a precedent of bypassing the Hollywood stars for its brand ambassador. This time the job was given to the famous Hong Kong actor Chow Yun-Fat to be the new celebrity spokesmodel for this luxury brand and its menswear Boss Selection. This actor has become a star among both the audience of the East and the West and we know him for movies such as Anna and the King, A Better Tomorrow and Crouching Tiger, Hidden Dragon.
This is exactly what the brand needs, to attract both audiences with one celebrity and emphasize the growing Asia market of luxury brands.Hugo Boss has worked many times with celebrities but only for their fragrance line. This is the first time that Boss Selection is presented by a celebrity and it’s the first time that brand has used an Asian person.
“We are most honored to have Chow Yun-Fat as the first Asian testimonial in the history of Hugo Boss. He possesses not only immaculate style and class, but also the confidence and charisma of a man of distinction. He is the true embodiment of the spirit of the brand,” remarked Gerrit Ruetzel, president and CEO of Hugo Boss Asia-Pacific.
Photo: Buero Swiss
It’s created by Hugo Boss’ German crew in Europe and photoshooting was done in Hong Kong in March.For now the brand has presented the print add from its advertising campaign, featuring the formal and casual looks from the BOSS Selection Autumn/Winter 2012 collection.