“We are most honoured to have Chow Yun Fatt as the first Asian testimonial in the 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”, said Gerrit Ruetzel (President and CEO of Hugo Boss Asia-Pacific) upon the announcement of their new brand ambassador.
Yes, it’s true.
For the first time ever, Hugo Boss is using an Asian person, celebrity, as their brand ambassador from 2012 to 2013. Surprise surprise! And who better to pick out from the lot than the one and only household name among both Chinese and Western audiences, Chow Yun Fatt.
Known for his major roles in epic movies such as “Crouching Tiger, Hidden Dragon” and “Anna and the King“, Chow Yun Fatt is to appear in an advertising campaign presenting a number of both formal and casual Hugo Boss looks from the “BOSS Selection Autumn/Winter 2012” collection. Before you start thinking, “Isn’t he too old for this?”, the collection is a high-end men’s collection targeting the 40-something-year-old consumers.
Picking decades-long Chinese superstar Chow Yun Fatt to champion that collection? Not surprising!
The photo shoot was done in Hong Kong’s legendary “Tsim Sha Tsui” district and will surface in August regionally. We can’t wait to see it!
Asian pride, y’all.