Sleek, solemn and downright businesslike – if you thought these were the words that would best describe Hugo Boss Mens this FW16, you are so wrong. Of course, we’re not expecting bright colours and extravagant motifs à la Paul Smith or Gucci – this is Hugo Boss after all – but this season, the label proves that it is fully capable of fun and dynamism.
One need only look at the campaign film for proof. Shot by Barnaby Roper, young Dutch model Sven de Vries shows how vibrancy is done at Hugo Boss, as he breaks out into dance moves and somersaults. There is also a lot of semi-contrived posing in between all that movement – but all good – lest you forget this is a FW16 collection campaign film. “Look at my clothes!” The young model seems to shout as he smirks at the audience – and what a view we’re treated to. Contemporary silhouettes meet iconic motifs and materials of houndstooth, pinstripe and corduroy, in a palette of earthy tones. It’s all very Fall-Winter, and Hugo Boss knows that it has done it well.
This season, Hugo Boss is unafraid of showing us a different side to their usual story, that they are imaginative, playful and so very modern. Watch the campaign film below.