It is that time of the year again: the main fashion houses are now unveiling their spring 2016 ad campaigns, making us already impatient to get our hands on their latest runway collections. So far, brands such as Burberry, Stuart Weitzman, Versace and many more have already revealed their glamorous ads, and Hugo Boss is the next on the list. Like many other fashion houses, Boss also chose to recruit some of the most talented and promising fashion and artistic talents to portray its spring 2016 collection’s stylistic choices, managing to describe its line-up’s modernist vibes in a few photos. The model of the year, Anna Ewers is the one featuring in the Hugo Boss spring 2016 ad campaign, looking feminine and radiant as ever.
For the Boss spring 2016 ad campaign the House goes green, showcasing its best items both from its menswear and womenswear collections outdoors surrounded by nature and eco-friendly buildings. For the menswear ad campaign it literally goes green, portraying one of its green hooded field jackets worn by French model Clément Chabernaud. While the male campaign leans more on architecture, its female counterpart takes more advantage of the natural environment, wherein buildings are only to be seen on the backgrounds. The brand manages to produce such an interesting and elegant play of contrasts, with the ad campaigns completing each other like yin & yang.
The entire campaign has been lensed by Inez van Lamsweerde and Vinoodh Matadin, the most famous Dutch fashion photographer duo, whose artistic works have been featured on various fashion magazines such as Vogue, The Gentlewoman and GQ, and who have produced such iconic fashion ad campaigns as those of Moschino F/W 2015 and Chloé Parfum. Since their debut in the mid-90s, van Lamsweerde and Matadin have maintained a fruitful art career, producing innovative and introspective pieces of art with the aim always being to create a sort of personal interaction with their subjects.
For this specific spring 2016 ad campaign Boss’ creative director Jason Wu took both the Dutch duo and the models to Montauk, NY, making sure the settings could perfectly blend nature with modernist architectural elements. This juxtaposition resembles some of the collection’s main line, where geometric, if not almost architectural, lines perfectly recall those of the buildings.
Wu chose two of the most promising models of the fashion industry. While Chabernaud quickly became the French star of high fashion brands such as Gucci, and is still considered as one of the sexiest men alive, Ewers has just been selected the Model of the Year in the category Breakout Star by models.com (thus outclassing both Gigi Hadid and Kendall Jenner). Last but not least, Wu chose Joe McKenna, one of the most influential stylists of all time, to give the campaign his magic touch.
Photos courtesy of Boss