Hugo Boss leans on architecture for their Spring 2016 campaign with ANNA EWERS


BY KENNETH RICHARD | The Impressionist

For their Spring 2016 ad campaign, Hugo Boss’ creative director Jason Wu has taken the team to Montauk, N.Y. to blend modernist architectural elements with nature.

Inez van Lamsweerde and Vinoodh Matadin lensed the campaign, placing model Anna Ewers in a more natural environment while male model Clément Chabernaud was situated in a stronger architectural surrounding. Ewers had closed the house’s spring runway show and is leading the model pack in spring campaigns so far.

The campaign begs the question of change versus consistency. Is the campaign aligned with the house’s previous campaigns and does it build consistency? Certainly. Is that the right strategy for the house and is it distinctive enough to stand out from a sea of campaigns? Uncertain. The Impression believes all the elements are right, architecture and nature are ripe background elements for the house, and yet the campaign feels handcuffed. Perhaps a study of ‘what is modernism today’ could help lend a directional hand for their upcoming Fall 2016 campaign.Hugo-Boss-Spring-2016-ad-campaign-the-impression-003Hugo-Boss-Spring-2016-ad-campaign-the-impression-004 Hugo-Boss-Spring-2016-ad-campaign-the-impression-001 Hugo-Boss-Spring-2016-ad-campaign-the-impression-002


Photographer | Inez van Lamsweerde and Vinoodh Matadin
Models | Anna Ewers & Clément Chabernaud
Stylist | Joe McKenna
Location | Montauk, N.Y.