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Hugo Boss launches its first advertising campaign since it dropped Bartle Bogle Hegarty to go in-house last year (MW December 9). The campaign features the creative work of leading photographers Herb Ritts and Richard Avedon. Hugo Boss is making a deliberate departure from the BBH campaign – `Men at work’ – which showed the clothing worn by working men. The company wants to take the brand away from its Eighties image and define the three brands (Boss, Hugo and Baldessarini) under the Hugo Boss umbrella.The ads appear in the March issues of glossy magazines such as Vogue, FHM and Elle, and in The Times at the end of this month.