Hugo Boss is celebrating the future of its BOSS brand in its new fall/winter 2020 campaign.
Directed by Fabien Baron and shot by David Sims, the monochromatic images star an international cast of ten up-and-coming models: Malick Bodian, Benno Bulang, Sora Choi, Romaine Dixon, Leon Dame, Veronika Kunz, Achenrin Madit, Bente Oort, Maartje Verhoef, and Meng Yuqi.
The accompanying short film, features the talents striding purposefully across and around the word “BOSS”, first as individuals and then as a group.
Showcasing the “Generations” collection first revealed at Milan Fashion Week, the young cast brings a fresh attitude to tailoring and outerwear designs that fuse decades of tailoring experience with a new contemporary mood.
“As lockdowns are slowly eased around the world, this campaign shows a diverse group coming together and stepping forward into a new era,” said Ingo Wilts, chief brand officer of Hugo Boss. “The campaign shows how a new generation is wearing timeless styles in their own way.”