BOSS Brand Commerce
Global Fashion Icon seamlessly reimagined

In 2016, we partnered with HUGO BOSS to relaunch their global e-commerce platform — transforming hugoboss.com into a fully responsive, content-driven digital flagship. Our challenge: to elevate the brand’s premium fashion heritage into a future-ready user experience across all devices and markets. The new concept skillfully balanced the brand architecture of two distinct labels — BOSS and HUGO — while integrating three product lines: BOSS Green, BOSS Orange, and BOSS Selection. This modular, scalable design system allowed for clear navigation without compromising emotional storytelling. To enrich the customer journey, we introduced dynamic commerce features such as Shop the Image and Shop the Video, seamlessly connecting editorial inspiration with direct product access. The platform also showcased branded contentfrom the brand’s world of sports sponsorships (e.g. golf, Formula 1) and art sponsorships, reinforcing HUGO BOSS’s cultural relevance beyond fashion. From intuitive UX and mobile-first performance to immersive storytelling and commerce integration, hugoboss.com was redefined as a global stage — both shoppable and deeply brand-driven.