Hugo Boss

HUGO Artists: Cooperations

HUGO and HearDis! Promote New Talents

With HUGO tracks, we already established an exceptionally successful music platform that serves as an intermediary between the brand, the urban electronic music scene and the young, fashion- and sound-wise target audience. To strengthen the authenticity and attractiveness of HUGO artist and to enshrine the passion for music even deeper in the brand communication of Hugo Boss, we initiated direct cooperations between HUGO and selected music artists with our new project HUGO Artists.

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Come Close

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HUGO Artists focused on by then unknown, but promising artists such as Little Dragon and Nina Kraviz instead of engaging in the usual sponsoring or endorsement of well established acts. We accompanied the musicians for several seasons and actively supported them with their artistic development. The artists engaged in store events, concerts, q&a-sessions and photo shootings and created unique content for HUGO Tracks, including exclusive songs, limited downloads and feature articles.

There From The Beginning

HUGO was there from the beginning instead of jumping on the bandwagon later. By supporting the artists before the mainstream took notice of them, the brand showcased musical taste, courage and innovative strength. The plan took off: Kate Boy, Nina Kraviz, Kasper Bjorke, subsequent Grammy winners Little Dragon and many other HUGO artists celebrated their international breakthrough during or shortly after their cooperation with the brand and now enjoy a global reputation. HUGO in return established itself with the young, urban target audience as an authentic brand with a deep passion for music and strengthened the bond with tastemakers and role models from the music scene on the long term.

A number of other projects emerged from the HUGO Artists-cooperations subsequently, such as Music Turned Up-Side-Down by HUGO Fragrances or the collaboration of HUGO Deep Red Fragrances with Nina Kraviz, who also became the face of the fall-winter 2012 campaign.

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