Hugo Boss Welcomes First Asian Celebrity Brand Ambassador

Image: Hugo Boss

Hugo Boss has just announced that Hong Kong actor Chow Yun-Fat has been selected to be the company’s brand ambassador in Asia for its high-end Boss Selection collection.

For the first time, Hugo Boss has chosen an Asian individual and a celebrity to be its brand ambassador and according to a Hugo Boss spokesperson, the appointment reflects the growing importance of the Asian market to the brand.

Known worldwide for his movies such as Crouching Tiger, Hidden Dragon and A Better Tomorrow, Chow will be in campaigns for both formal and casual looks from the Boss Selection Autumn/Winter 2012 collection. The images were shot in Hong Kong on a rooftop in the Tsim Sha Tsui district in March.

President and CEO of Hugo Boss Asia-Pacific, Gerrit Ruetzel, said, “We are most honored to have Chow Yun-Far as the first Asian testimonial in history of Hugo Boss. He possesses not only immaculate style and class, but also the confidence and charisma of a man of distinction. He is the true embodiment of the spirit of the brand.”

The campaign will be out in August in Asia.