LONDON — Hugo Boss will sponsor British GQ’s Men of the Year Awards 2013, WWD has learned.
“We have a superb long-standing relationship with GQ — a title perfectly fitting with our image. It’s fantastic to unite all our key elements — fashion, fragrance, eyewear, and watches — to celebrate the Hugo Boss universe with GQ,” said Bernd Hake, managing director of Hugo Boss UK.
The annual awards ceremony, which takes place at the beginning of September, marks the start of the fall fashion season in London. The awards will take place this year on Sept. 3 at the Royal Opera House in Covent Garden.
In addition to the award categories presented in previous years, Boss will offer a new one: Most Stylish Man. It will be presented to a man with classic and timeless style.
The sponsorship deal is for one year, initially, a Condé Nast International spokeswoman said.
“We could not have found a more fitting partner, embodying the spirit of the GQ man, and are looking forward to hosting the Men of the Year Awards with Hugo Boss,” said Jamie Bill, publishing director of GQ.
Dylan Jones, editor of British GQ, said: “With Hugo Boss, we’ll be bringing together the giants of 2013 across all the realms our magazine covers, and yet again creating quite a night.”
In September, GQ celebrates its 16th awards, and Hugo Boss fragrances, licensed by P&G Prestige, will also celebrate 16 years of its best-selling Boss Bottled.
Hugo Boss takes over from Alfred Dunhill, which had sponsored the awards for the past five years. Past sponsors have included Lab Series, Giorgio Armani and Chanel.