Not that we need to remind you, but Chris Hemsworth is killing it. Over the past few years, the Aussie actor has racked up some serious accolades, amassing the filmography of a Hollywood icon. Now, the 37-year-old is taking on a new role, signing on as the global ambassador for BOSS, but he won’t just be donning the suits. Together with BOSS, Hemsworth has revealed he will be working collaboratively on a new capsule collection.
“I’ve been a huge BOSS fan for a long time, so I’m really happy to now represent the brand’s collections as global ambassador,” Hemsworth said. “Our partnership over the past few years has been absolutely brilliant. I’m very excited to be working more closely with the BOSS team.”
It’s not the first time Hemsworth has collaborated with BOSS. Since 2017, the Aussie star has served as the face of the BOSS bottled scent, however, the expansion of the deal sees Hemsworth able to embrace a new passion, focusing on sustainability and the environment.
According to HUGO BOSS, the partnership will herald the launch of a joint BOSS capsule collection that marries the brand’s sustainable approach with Hemsworth’s well-documented environmentalism. “We are proud that, in Chris, we have been able to secure a world-class star who is a perfect fit for our BOSS brand,” Yves Müller, managing board spokesperson at HUGO BOSS AG said. “He embodies a contemporary take on success and masculinity. Chris perfectly exemplifies the modern man of today: self-confident, authentic and approachable. His global fame will further augment the BOSS brand’s desirability going forward.”
The announcement of Chris Hemsworth as global ambassador for BOSS is an interesting one for the iconic brand. The Byron Bay local’s laid-back approach has made him a poster boy for Australia, in stark contrast to the formal BOSS campaigns of the past.
While BOSS confirmed Hemsworth’s addition was another step in its casualisation process, it still might be a while before we see Hemsworth in the rarely-sighted tailored suit and pluggers combo. Nevertheless, we’re excited. The first campaign featuring Chris Hemsworth will begin in Spring 2021 with the capsule collection to follow.
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