Hugo Boss announces music platform for Hugo brand

By

Sandra Halliday

Published
Mar 10, 2021

Hugo Boss’s Hugo brand will on Thursday unveil “Hugo Louder”, a “new and exclusive music platform” that also comes with a mobile-first campaign. It does “more than share great music,” we’re told, with its mission being “to amplify the voices of inspiring artists and young talents who want to change the world”.

It will “provide artists with a stage to debut their music and speak out about what matters to them”. Spotlighting emerging talents and established musicians “who embody the brand's DNA” like rapper Kelvyn Colt, the monthly series “will explore each artist's personal experiences while touching on the most important issues of the moment” And there’ll be live performances, exclusive interview content, and more. 

Fashion companies are increasingly linking with artists generally to add an enhanced level of creativity to their brands. But they’re also working to do some good and helping the artists’ careers as well. 

The importance of artist links can also be seen this week with the latest announcement about H&M's campaign for its Simone Rocha collaboration. Its new campaign features British painter Faye Wei Wei and her artworks.

Back with Hugo, the company said the brand ethos is closely linked to popular culture – especially music. It has worked with singer-songwriter Liam Payne for some time, and in 2012, it also launched Hugo Tracks, which showcased bands and acts from the electronic music scene.

Lüder Fromm, Director Global Marketing and Brand Communications, said: “The long-standing relationship between Hugo and music runs deep. We believe in music and fashion as cultural statements of self-expression. With the latest project, we want to provide a platform to the voices of the future, inviting artists and the audience around the world to our unfolding brand adventure.”

The move comes after it revealed its own Apple Music, Deezer, and Spotify channels earlier this year, featuring soundtracks to its campaigns and curated brand playlists.