Directed by Fabien Baron and photographed by David Sims, the campaign has the anticipatory energy of a blockbuster film teaser. Sims captures the cast of international young talents in striking monochrome. The large studio allows him to imbue the compositions with great depth, and he heightens this sense by collaging multiple images on top of each other. Superimposing closeup shots over far away ones, he creates sculptural compositions out of photographic elements and realizes a spatial tension and sense of forward motion.
Baron’s accompanying short film captures the cast in the same black and white as they stride purposefully – at first individually, and then together – across this wide studio space, blank except for the bold emblazoning of the word “BOSS.” A pulsing electronic soundtrack provides the perfect feeling of acceleration. It’s amazing how much energy and excitement Baron can concoct simply by dynamically positioning his models and camera just so, and setting it to music. The tone feels like that of a blockbuster trailer, something between a promise and a threat: the new collection is coming, and it’s gonna be big, and we better be ready.
Of course, this confidence that Boss displays is not misplaced: the Boss aesthetic has had a huge impact on the last eight decades in the history of fashion. Now, as lockdowns ease up and individuals begin to come together again, this new decade into which they step looks like it may be the most important one yet. With the new collections showcasing both a sophisticated understanding of design traditions and a progressive passion for continuing to develop them – and with the perfect campaign to show this spirit off – we know that Boss is ready.
Boss Chief Brand Officer | Ingo Wilts Agency | Baron & Baron Creative Director | Fabien Baron Director | Fabien Baron Photographer | David Sims Models | Achenrin Madit, Malick Bodian, Benno Bulang, Sora Choi, Romaine Dixon, Meng Yuqi, Leon Dame, Veronika Kunz, Bente Oort, & Maartje Verhoef Stylist | Ludivine Poiblanc Hair |Paul Hanlon Makeup | Lucia Pieroni Casting Director | Piergiorgio Del Moro