Hugo Boss is bringing it’s see now, buy now collection to Dubai featuring womenswear and menswear draped in white, black and camel tones. The Spring/Summer 2022 line is an effort in revamping the image of the German group, under the directives of the new CEO Daniel Grieder. 

Coming all the way from Milan Fashion Week, where the luxury brand unveiled a similar collection last year with TikTok sensation Khaby Lame making his ramp debut, the line will promote the new logo and a social campaign with a focus on a younger, more international demographic. 

The local event will take place on February 10 and be an outdoor affair in the desert at sunset with strict COVID-19 preventive measures and protocols. We might also see some of the new famous faces to have joined the Hugo Boss family, in addition to journalists and influencers. 

Celebrities like Hailey Beiber, Kendall Jenner, South Korean actor Lee Min Ho, Future and ace boxer Anthony Joshua have starred in the latest ‘BeYourOwnBOSS’ campaign.