Review of Boss Spring 2021 Ad Campaign by Director Fabien Baron of Baron & Baron and Photographer David Sims with models Adut Akech, Berit Heitmann, Mona Tougaard, Valentin Caron, Hoseok Yun, Jeremiah Berko Fordjour, and Luc Defont-Saviard
The Spring 2021 ad campaign from Boss evokes a dreamy minimalism to powerfully set off the strength of the new collections. The campaign features direction from Baron & Baron and photography by David Sims.
The film takes as its setting a minimalist dreamscape. We find ourselves in an expansive white room, completely empty except for stacks of office or waiting-room chairs. A striking and excellently styled group of models flits calmly through this space with ephemeral grace. The dream-like atmosphere together with the office chairs creates an intriguing combination of the fantastical and the quotidian.
Sims’ photographs are meticulously arranged group compositions. He layers figures from separate photographs into one cohesive image, creating a strong sense of space that naturally draws our eye from one figure to another.
While the looks for the most part do fall pretty squarely into mens- or womenswear categories, the silhouettes and cuts are quite similar, as if each were created with the other in mind. The women’s looks take on a masculine edge through powerful, square suits and jackets, while the men’s looks are softened a bit with generous cuts and flowing fabrics. It’s nice to see a huge brand like Boss, which tends to be more straight-laced and traditional, make a start on breaking down restrictive binary barriers.
Restful, simple, and eye-catching, the campaign is a strong way to set the tone for a new year, and a new season.
Photography Credits Agency | Baron & Baron Photographer | David Sims Models | Adut Akech, Berit Heitmann, Mona Tougaard, Valentin Caron, Hoseok Yun, Jeremiah Berko Fordjour, and Luc Defont-Saviard Stylist | Ludivine Poiblanc Hair | Paul Hanlon Makeup | Diane Kendal Production | North6 Paris Casting Director | Piergiorgio Del Moro
Film Credits Agency | Baron & Baron Director | Fabien Baron DP | Philippe Lesourd Set Design | Jean Hugues de Chatillon Models | Adut Akech, Berit Heitmann, Mona Tougaard, Valentin Caron, Hoseok Yun, Jeremiah Berko Fordjour, and Luc Defont-Saviard Stylist | Ludivine Poiblanc Hair | Paul Hanlon Makeup | Diane Kendal Production | North6 Paris Casting Director | Piergiorgio Del Moro
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