HUGO & BOSS

The new BOSS campaign, photographed in black and white by acclaimed fashion photographer David Sims, is capturing the next generation of driven men and women connected with the iconic brand. 

The Fall / Winter imagery will be released in phases, starting with striking portraits of the international cast, made up of four men and four women.

Three-quarter length shots will be revealed a month later, before full-length pictures of each model complete the multi-layered story, which is centered on the core BOSS brand values of ambition, precision and style.

The new direction for Fall/Winter 2018 is indicative of a brand that is determined to lead rather than follow – just like the BOSS man and woman of today, and of the years to come.

And on the other side - a cast of young creatives heads to Berlin for the HUGO Fall / Winter 2018 campaign, which channels the vibrant spirit of the German capital.

Shot by American photographer Collier Schorr – who herself has an intimate relationship with the city – the campaign takes place across various locations: Neukölln, Mitte, Lichtenberg, Mehringplatz, Gleisdreieck and Kreuzberg.

High-rise apartment blocks, abandoned skate parks and forgotten tube stations provide the backdrop to a series of documentary-style visuals.

Somewhere between documentary and fiction, the new campaign celebrates Berlin’s unique energy. Seen through Collier Schorr’s lens, visuals capture the gritty nature of the city, merging seamlessly with the collection of relaxed tailoring, asymmetric cuts, nature-inspired prints and technical fabrics.