by Stephen Garner

HUGO BOSSGerman fashion house Hugo Boss has unveiled its bold new direction for its fall/winter 2018 campaigns for both of its BOSS and HUGO lines.

Shot entirely in black and white by acclaimed fashion photographer David Sims, the images for BOSS make the clear statement that today’s men and women may follow different paths, but they are of one mindset – and both equally a BOSS.

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.

Designed to inspire the next generation of driven men and women to connect with the iconic brand, the 360-degree campaign will be reflected on all touchpoints, online and offline, and will be accompanied by the new hashtag #TheNextBOSS on social media.

HUGOFor HUGO, the company tapped a cast of young creatives for its fall campaign, which channels the vibrant spirit of Berlin. Each of the talents – including models Anwar Hadid and Selena Forrest – discovers one of the city’s unique neighborhoods, wearing designs from the latest collection.

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.