Shot by the legendary David Sims, the monochromatic images of the Boss Fall 2020 ad campaign star an international cast of ten up-and-coming models including 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, directed by Baron, features the talents striding purposefully across and around the word “BOSS”, first as individuals and then as a group.
“The campaign shows how a new generation is wearing timeless styles in their own way,” said Ingo Wilts, Chief Brand Officer of Hugo Boss.
Both the stills and the film are presented exclusively in black and white, reflecting the focus and direction of every Boss individual as a new decade starts to unfold.
Showcasing the “Generations” collection first revealed at Milan Fashion Week, the campaign illustrates how the instantly recognizable Boss aesthetic is more relevant than ever in 2020. The young cast brings fresh attitude and effortless confidence to tailoring and outerwear designs that fuse decades of tailoring experience with a new contemporary mood.