Review of Hugo Boss ‘Reboot The Night’ Holiday 2021 Ad Campaign by Photographer Reto Schmid and Art Director Edward James Lee with Models Chai Maximus, Matthias El Koulali, Ronja Berg, and Yuuki Tang
Hugo Boss reboots the night – and their own brand image – with a new campaign that looks at holiday cheer through a youthful, rave-ready lens. The Holiday 2021 campaign features photography by Reto Schmid and art direction by Edward James Lee.
The campaign sees another big move in Boss’ shedding of its buttoned-up decorum and pivot towards a more youthful audience – a strategy which became especially apparent at its Spring 2022 show. With T-shirts, metallic pants, bum bags, and psychedelically printed dresses, the campaign’s styling suggests an elevated spin on youthful, rave-culture aesthetics.
The narrative follows a similar trajectory, centering around four young protagonists in a big city who meet up for a night-long holiday celebration. Perhaps their families are far away where pandemic restrictions still make it hard to visit, but the chosen family of friends provides more than enough togetherness, support, and joy. The electronic soundtrack keeps the party going while nicely tying into the styling.
This is a very different face of Hugo Boss, but its not an unwelcome one. The storytelling and styling feel genuine, and it’s nice to see a holiday campaign that takes a wider, and perhaps more realistic and relatable (at least for a lot of young people), approach to the idea of family togetherness for the holidays.
Photographer | Reto Schmid Art Director | Edward James Lee Models | Chai Maximus, Matthias El Koulali, Ronja Berg, and Yuuki Tang Stylist | Dogukan Nesanir Hair | Gregor Makris Makeup | Susanna Jonas
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