We report optical, ultraviolet, X-ray and ๐พ-ray observations of BL Lac objects prototype BL Lacertae carried out over a period of nearly 13 years, between 2008 and 2021. The source is characterized by strongly variable emission at all frequencies, often accompanied by spectral changes. In the ๐พ-ray band several prominent flares have been detected, the largest one reaching the flux of ๐น ๐พ (> 196.7 MeV) = (4.39 ยฑ 1.01) ร 10 โ6 photon cm โ2 s โ1 , corresponding to the isotropic luminosity of 10 47 erg s โ1 . At the time of the first major X-ray flare, on MJD 56268.65, a traditional harder-when-brighter trend was observed. During the brightest flare, which occurred on MJD 59128.18, the source instead exhibited a softer-when-brighter trend due to a shift of the synchrotron peak to 10 16 Hz, well into the HBL domain. The widely changing multi-wavelength emission of BL Lacertae was investigated by fitting one-zone and two-zone leptonic models to 520 high-quality and quasi-simultaneous broad-band spectral energy distributions. The HBL behaviour observed during the brightest X-ray flare is interpreted as due to the emergence of synchrotron emission from freshly accelerated particles in a second emission zone.