Hugo Boss To Host See Now, Buy Now Show In Dubai

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UNITED ARAB EMIRATES — Boss has announced it will unveil its see now, buy now collection at an event in Dubai on Feb. 10. This follows the launch of the brand’s new logo and social media-first campaign targeting a younger more global demographic.

Daniel Grieder, chief executive officer of Hugo Boss Group, told WWD: “This is an exciting time for our brand. We have already made great strides with our brand refresh and look forward to celebrating the new vision of Boss and creating unforgettable moments in Dubai.”

The celebration in the UAE will be largely outdoors in the desert at sunset. The brand has stated it will follow careful COVID-19 protocols at the event, which promises to include some of its new celebrity faces. The current BeYourOwnBOSS campaign features models Kendall Jenner, Hailey Bieber, and Joan Smalls, rapper Future, NBA player Josh Christopher, TikTok star Khaby Lame, and others.

Photos Credit: Courtesy of Boss

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Donovan is the CEO and Editor-In-Chief of For all general inquiries please email Donovan has a BA in Journalism & Media Studies from the prestigious Rutgers University. He's currently studying entertainment and fashion law.