Arab celebrities star in Hugo Boss’s new campaign

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DUBAI: Germany fashion label Hugo Boss has released a star-studded spring/summer 2023 campaign, featuring Arab celebrities.

The massive digital campaign features US Palestinian producer DJ Khaled, Dutch Palestinian model Gigi Hadid, Syrian Olympic swimmer Yusra Mardini, Lebanese influencer and entrepreneur Karen Wazen, Emirati host Anas Bukhash, Lebanese-Australian model and humanitarian Jessica Kahawaty and Iraqi para-athlete Zainab Al-Eqabi.

In the new advert, each of the stars shared 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.

According to the brand, the new collection showcases a bold aesthetic, combining a city-inspired spirit with a summery, off-court lifestyle in the brand’s signature color palette of black, white and camel.

The campaign aims “to inspire the world to live up to its full potential,” the brand’s statement said. “The journey to living life on one’s own terms, begins with finding one’s power, purpose, and perseverance. Despite its highs and lows, twists and turns, the journey is lived with confidence, style, and a forward-looking vision.”

The campaigns stars celebrities, photographers, entrepreneurs, social advocates and more. Each of the stars will take to their own social media channels to share their inspiring stories.

Lensed by Swedish photographer Mikael Jansson, the campaign also stars A-list celebrities, sports personalities and influencers including Demi Lovato, Pairs Hilton, Maluma, Bella Throne, Naomi Campbell, Lee Minho, Khaby Lame, Matteo Berrettini, Anne-Marie, BamBam, Stella Maxwell, Stefflon Don, Macaulay Culkin, Christina, Naomi Watanabe, NikkieTutorials, Cameron Dallas, Aaron Rose Philip, Gottmik, Ox Zung, Nic Kaufmann, Akam, Paola Locatelli, Juanpa Zurita, David Dobrik, Richarlison, Karl-Anthony Towns, Fernando Alonso, Xavi Simons, Aleksander Aamodt Kilde, Suresh Raina, Anthony Santos and Zaire Wade.

The stars all tagged their posts: “‘BOSSES AREN’T BORN, THEY’RE MADE’ @boss #beyourownboss.”

“Conviction, effort, and faith in the process. BOSSes aren’t born. They’re made,” the brand shared on its Instagram account.