When Jason Wu took the creative reigns at Hugo Boss, he infused the storied brand with a dose of excitement. The fashion world waited with baited breath to see just what Wu would come up with and his streamlined fall collection didn’t disappoint. Given that Wu’s F/W runway was full of the kind of trend-proof wares that will remain relevant for decades to come, it’s only fitting that his debut campaign for BOSS maintains that timeless feel. Shot by Inez van Lamsweerde and Vinoodh Matadin and styled by Joe McKenna (Art Partner) with creative direction by Wu, the Hugo Boss fall ads are refined and character driven – a move that is unsurprising considering that Wu launched his collection with a corresponding film.
Fall’s players include a dynamic and modern femme embodied by brand muse, Edie Campbell and a rugged male lead portrayed by Scott Eastwood, the dashing son of Hollywood legend Clint and a rising star in his own right. By centering the ads around these archetypes, Wu instantly grounds the BOSS ideals in the kind of classicism that feels contemporary. Edie’s versatility shines as she poses in tailored overcoats and dresses, while Eastwood lends his shots a touch of Hollywood panache.
If the sleek campaign looks different from what we’ve come to expect from it’s no mistake. “This is my first campaign for BOSS, and we wanted to take a fresh, different approach,” says BOSS Artistic Director Jason Wu. “The HUGO BOSS tradition is in tailoring, which is always present, but it’s important that this campaign not only shows the BOSS clothes, but evokes the BOSS lifestyle.”