Hugo Boss news and archive

'Why couldn’t you get a proper job?': Hugo launches Red Means Go – a new platform for fearless ambition

Many young people grow up navigating the gap between what's expected of them and what they truly want to pursue. Yet a new generation is emerging—one that's quietly rejecting the corporate grind to redefine success on their own terms. In a world that keeps telling them to stay put, they're choosing to GO. HUGO is responding to this cultural...

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Business

Hugo Boss profits rise on cost savings, but forecasts revenue decline

Fashion group Hugo Boss felt the effects of the weak economic climate last year, reporting slightly lower revenue. However, profits increased thanks to cost savings. For the current year, the company remains cautious. As announced in December, management continues to expect a currency-adjusted revenue decline in the mid to high single-digit...

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Frasers Group influence: Hugo Boss cuts dividends, initiates buyback

Fashion group Hugo Boss is cutting its direct distributions to shareholders to the legal minimum. Shareholders are to receive four cents per share for the past year, the company announced in Metzingen on Monday. For the previous year, they had received 1.40 euros per share. Meanwhile, Hugo Boss intends to buy back its own shares worth up to 200...

FashionPress Release

Meghann Fahy and Corey Mylchreest lead the way as new faces in cast of rising stars for Boss Spring/Summer 2026 campaign

This season, BOSS shines the spotlight on a new cast of BOSSes in its Spring/Summer 2026 brand campaign: a group of individuals who embody what it means to ‘Be the Next’ – those who inspire, lead, and light the way for others by breaking through – all while turning self-belief into strength. Two bright leads illuminating the new-season BOSS...

FashionPress Release

David Beckham unveils first look from Boss by Beckham

David Beckham attended the BOSS Fall/Winter 26 Fashion Show in Milan wearing a key look from the upcoming BOSS BY BECKHAM collection – debuting pieces from the new selection, which will officially launch in March. David wore a two-piece, single-breasted brown suit, precisely cut for a slim fit and made from a light, summery blend of virgin wool,...

FashionPress Release

Boss returns to center court as official apparel partner of the Nexo Dallas Open 2026

BOSS proudly returns as the official apparel partner of the Nexo Dallas Open for the second consecutive year, reaffirming its commitment to shaping modern tennis culture through style, performance, and immersive brand experiences. The tournament will take place February 7–15, 2026, at the Ford Center at The Star in Frisco, Texas. Building on the...

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Fashion

Vegan fashion: Certifications, market data, and guides to decluttering

The vegan fashion market is a niche but increasingly important sector, driven by the demand for cruelty-free products. According to data from the American research company Market.Us, the global vegan fashion market is projected to reach approximately 1,281.2 billion dollars by 2034. This is up from 556.3 billion dollars in 2024. This growth...

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Former Tory Burch executive Kerstin Dorst to lead Hugo Boss womenswear

Metzingen, Germany-based fashion group Hugo Boss has appointed Kerstin Dorst to the newly created role of senior vice president of womenswear. Dorst will take up her new role effective January 15, Hugo Boss announced on Thursday. In this position, she will report to Oliver Timm, chief sales officer at Hugo Boss. New head of womenswear comes from...

Culture

Meriem Bennani wins first Boss Award for Outstanding Achievement at Art Basel Miami Beach

Art Basel’s first-ever Awards Night in Miami Beach brought a new fashion–art crossover moment: the debut of the Boss Award for Outstanding Achievement, which went to Moroccan-born, New York–based artist Meriem Bennani. The honour was presented by Hugo Boss CEO Daniel Grieder and Creative Director Marco Falcioni as part of the brand’s broader...

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New strategy: Hugo Boss focuses on efficiency and womenswear

Metzingen-based fashion group Hugo Boss AG is driving its reform efforts forward. On Tuesday evening, the company announced a new medium-term programme called “Claim 5 Touchdown”. It continues the “Claim 5” strategy launched by CEO Daniel Grieder after taking office in summer 2021. “Claim 5 was a growth strategy. It was about refreshing the...

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Hugo Boss expects business recovery only in 2027

Shareholders of fashion group Hugo Boss will need to remain patient as the company continues to navigate a challenging market environment. After feeling the impact of weak consumer sentiment in recent months, Hugo Boss has signaled that 2026 will serve as a transition year, with significant adjustments planned across its assortment and...

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Hugo Boss defends supervisory chair after Frasers Group pulls backing

The chairman of the supervisory board at Hugo Boss has lost the backing of the fashion group’s largest shareholder, Frasers Group, intensifying tensions at the top of the German luxury apparel company. In a mandatory announcement published late Friday, Frasers Group said it no longer supports Stephan Sturm in his role as supervisory board chair....