Chris Hemsworth is the new face of BOSS. Already a face of BOSS fragrances since 2017, Hemsworth will now front the German label’s campaigns for 2021 and 2022. The move is part of a larger partnership that will see Hemsworth, best known for playing Marvel superhero Thor, become the first Hollywood actor to be named a BOSS global brand ambassador.
Why Hemsworth? Why now? According to BOSS, the Aussie megastar (and surfer) is part of the brand’s “casualization”: an ongoing direction change from formal to everyday wear. “Today’s men expect their wardrobes to include far more than a traditional suit. A man wants to find garments in his closet that he can wear at any occasion, during the day or at night,” chief brand officer Ingo Wilts told Sharp back in 2018. Expectedly, The Covid-19 pandemic has expedited the brand’s move in a sportier direction. BOSS’s Spring/Summer 2021 runway show in Milan was flush with hoodies, sneakers, drawstring pants, and bomber jackets.
The new partnership will also see the launch of a sustainability-focused capsule collection. Hemsworth is also an avid environmentalist.
Keep your eyes peeled for BOSS’s first Hemsworth-led campaign, which will debut in the spring.