In a digital era where attention is a valuable yet fleeting currency, fashion brands seek innovative ways to engage new demographics.

Hugo Boss stands at the forefront of this evolution, targeting Generation Alpha, the first demographic born entirely in the 21st century.

According to GWI 2024 Research, they average over 8 hours on screens daily, making digital platforms ideal for brand interactions. Based on our study, we identified that what Gen Alpha likes the most to do is TO PLAY.