I've always been attracted to the innovation and creativity at Hugo Boss. Whether it's a classic trench coat in a modern fabric, or performance racing inspired footwear, the German brand always seems to be one step ahead of the game.
For the 2010 Berlin Fashion Week, the fashion house is recruiting everyday model citizens to compete for a chance to walk the catwalk alongside famous faces and other Boss bodies. Through the company's Facebook fan page, users are encouraged to submit their pictures, which then will be voted on by fans. And as if that wasn't enough face time with Facebook, the Hugo Boss show will stream live on their fan page as well.
But there's more than meets the eye, or Facebook page. Sara Zucker of brandchannel said, "By allowing people to choose what they'd like to see in campaigns, the brand can determine consumer preferences and spending concerns, generating both brand loyalty for Hugo Boss and providing the company with a valuable platform for accessing emerging trends and cultural feedback."