Specialist insurer Hiscox has launched a marketing campaign using couture hat designs to highlight the growing pressures small business owners face, particularly when navigating responsibilities beyond their core expertise.
Created in partnership with British milliner Stephen Jones, the campaign uses bespoke headpieces to represent three roles commonly assumed by small business owners: head of IT, head of sales and head of finance. Each hat is intended to illustrate the kinds of challenges that often fall outside standard business coverage, including cyber threats, financial strain and reputational risks.
Ed Birth, head of brand at Hiscox UK, said the project reflects the realities faced by policyholders in the small business segment.
“We are always looking for unexpected ways to reach our audiences and tell their stories,” said Birth. “We know small businesses, and we know that running one can be exciting, exhilarating, unpredictable and at times overwhelming. This collection captures the daily juggle that business owners face into, and we love how creatively Stephen has brought this reality to life.”
The campaign draws on research commissioned by Hiscox, which found that small business owners spend an average of 27 hours a week on tasks unrelated to their primary role. Many of these fall into risk-prone areas where insurance protection may be essential.
According to the findings, 22% of respondents reported difficulties managing IT issues, while 20% cited legal and compliance as pain points. A similar proportion said mental health strain and burnout were among their most pressing concerns.
Jones, who also runs his own design business, said the project was intended to reflect the everyday strain on small firms.
“As a milliner and small business owner, I wear many hats, but it’s the metaphorical ones that are the hardest to pull off,” said Jones. “You’re expected to be a finance expert, IT whizz, and salesman to name but a few, and this project is a love letter to the small business owners doing it all themselves.”
The insurer said the hats symbolise risks that often require insurance solutions, such as cyber incidents, business interruption, liability exposure and staff wellbeing. The head of IT design references digital downtime and cyber threats, featuring a mock desktop computer, loading symbols, and a keyboard-themed veil. The head of sales hat plays on the energy of outbound selling, while the head of finance design highlights financial complexity, cashflow and compliance.
Hiscox, which provides cover for over 400,000 small businesses, said the campaign is intended to raise awareness of the pressures entrepreneurs face and the role insurance plays in helping them manage uncertainty.
