Hugo Boss Spring Summer 2016 Campaign

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Hugo Boss Spring/Summer 2016 Campaign

Here is a brand new and first look at the Hugo Boss Spring Summer 2016 advertising campaign for both the men and women, using models Clément Chabernaud and Anna Ewers. Artistic Director, Jason Wu, explored a very central element of the BOSS DNA for this set of photos. What was that element? The juxtaposition of architecture and nature.

The new photos were photographed by Inez van Lamsweerde and Vinoodh Matadin, which of course just makes them exude a fresh, youthful spirit, which is captured not only in the colour of the clothing, but the locations too. Shot on in Montauk in New York, the photographers used the structure of a house and its grounds in different ways, playing with movement and perspective, which you can really see coming through in the final images.

Angular and masculine, the men’s imagery utilizes sharp architectural lines, surrounded by the silhouettes of trees and leaves.

The womenswear looks are soft and feminine with nature taking center stage – the structure of the house vanishing into the horizon.

Hugo Boss is definitely taking a more inventive and innovative direction under Jason Wu’s wing. For men, you can see signature tailoring being set alongside sportswear-inspired outerwear, shorts, prints and bright colours, making this a collection that the younger generation would just love. The new womenswear is defined by light dresses crafted in plissé technical organza and feminine, softly tailored pieces, which I’m confident we will be seeing a lot of in the new year.

When it comes to women’s accessories, a new interpretation of the BOSS Bespoke bag features a graphic, Bauhaus-inspired patchwork design, making it a very cool and on trend piece, while men’s accessories have a new sleek and modern look. Each piece is handcrafted in Italy with utmost attention to detail inside and out. Let us know here at Fashion Runway Blog what you think of it! You can also shop the latest Hugo Boss collection online at their website.

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